This concept reinforces the show’s topical themes through a gritty typographic treatment.
We start on close-up shots: massive letter forms with hints of religious and economic symbols. Smash-cut editing between micro/macro shots gradually builds out the full line of copy. Finally, we reveal the two brothers in opposition to one another.
Although we don’t say explicitly what the two sides stand for, the subtle iconography will hint at bedrock American values such capitalism and communal faith. The show will go on to explore how those ideas can (or cannot) co-exist.
Creative Director : Adam Gault