Role
Creative Director / Design Lead | BBC Worldwide Live Events
Overview
A cinematic campaign for BBC's Sherlock: The Abominable Bride, created for simultaneous global release on 1st January 2016. The brief required two distinct campaign iconics — one for UK audiences, one for Asian markets — while maintaining a unified visual identity across both. The episode was simultaneously broadcast on BBC One and released in cinemas worldwide in a landmark experiment for event television.
My Contribution
• Developed the key art from concept through to delivery, working across poster, out-of-home, digital, and print formats
• Designed and adapted all campaign materials for UK and international rollout, including localised versions for Asian markets with translated typography integrated into the original artwork
• Created assets for social media, press, TV trails, and cinema advertising across multiple territories
• Directed retouching and compositing across the full suite of promotional materials
• Adapted campaign iconics for rollout across more than 6,000 screens in China, Hong Kong, Japan, Korea, and Taiwan
• Designed and adapted all campaign materials for UK and international rollout, including localised versions for Asian markets with translated typography integrated into the original artwork
• Created assets for social media, press, TV trails, and cinema advertising across multiple territories
• Directed retouching and compositing across the full suite of promotional materials
• Adapted campaign iconics for rollout across more than 6,000 screens in China, Hong Kong, Japan, Korea, and Taiwan
Key Highlights
• The episode was watched by 11.6 million viewers on BBC One on New Year's Day in the UK
• In China alone the theatrical release grossed over $19 million; in South Korea it took over $7 million and outsold Star Wars: The Force Awakens 4:1 in its opening week
• Over five million people saw it across Asian markets in its theatrical run
• 18,600 fans saw it on the big screen across 127 UK cinemas on the day of release
• The episode won the Primetime Emmy Award for Outstanding Television Movie
• In China alone the theatrical release grossed over $19 million; in South Korea it took over $7 million and outsold Star Wars: The Force Awakens 4:1 in its opening week
• Over five million people saw it across Asian markets in its theatrical run
• 18,600 fans saw it on the big screen across 127 UK cinemas on the day of release
• The episode won the Primetime Emmy Award for Outstanding Television Movie
Software used
Adobe Illustrator, Photoshop, InDesign