Atlanta-based creative agency Creative Mammals took an artistic approach to the above conceptual promo ahead of the spring premiere of AMC’s The Walking Dead.

Without access to new footage or cast photography, Creative Mammals made the most of what it had, casting the main characters – such as Norman Reedus’ Daryl Dixon, Melissa McBride’s Carol Peletier, Lauren Cohan’s Maggie Rhee and Jeffrey Dean Morgan’s Negan – across a red and black digital canvas.

“The concepts of duality and indecision served as the foundation for the atmosphere we worked to create in this animated promo,” Creative Mammals noted on Vimeo. “The contrast between light and dark, good and evil, reflects the characters’ uncertainties and moral ambiguity as we reach the middle of Season 11. We combined messy, painterly, high-contrast imagery with dramatic shifts between light and dark to create an intense visual dichotomy. The use of staccato animation and sharp transitions removes any sense of emotional fluidity and adds to the overarching tension.”

“To further the intrigue for our audience, we included brief moments of disintegration and cryptic, bite-sized audio clips from each character. As their voices echo behind the chaos of the motion graphics, we confront the viewers head-on with apprehension.”

Creative Mammals produced :60, :30 and :15 renditions of the spot to run across linear and digital platforms, including AMC’s subscription streaming service, AMC Plus.

Part two of season 11 of The Walking Dead premiered Sunday, February 20. The series will wrap this later this year.


Client: AMC Networks

SVP Brand Creative: Mark Williams

VP Creative Director: Jacqui Busséy

Production Director: Chris Formidoni

Design Studio: Creative Mammals

Executive Creative Director: Robert Burroughs

Art Director: Jules Verardi

Storyboard, Editorial: Bridget Herbert

Design/ Animation: Mike Sweeney, Jonathan Hunt

Producer: Katie Janse

Sound Design: Soundbyte

Tags: amc amc plus creative mammals hot spots soundbyte the walking dead

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