HUNTERS

Hunters needed to launch as Prime Video's biggest show of 2020. A Jordan Peele produced revenge thriller about a band of Nazi hunters in 1970s New York, with Al Pacino in his first major television role. The show had a bold cast, even bolder subject matter, and a tone that shifted between pulpy and serious. We needed a campaign idea that could carry that weight and match the intensity of the series.

The answer was already in the story. In the show, the team slashes a red X across the photo of every Nazi they eliminate. It was bold, iconic, and rooted in the story, so we leaned into it hard. The red X I designed for the campaign needed character of its own, the brutality, anger, and injustice of the mission baked into every stroke. Paired with a saturated yellow palette and typography that felt modern but had a 1970s soul, the red X gave us a visual language that was unmistakably Hunters wherever it appeared.

From there, the idea scaled across key art, character posters, OOH across the U.S. and Europe, a New York subway takeover, hand-painted murals in LA and Brooklyn, and a 1970s-inspired retail experience. A single mark became the campaign's connective tissue, turning every touchpoint into something unmistakably Hunters.