STORYBOARD & SHOOT
13 DEADLIEST KILLERS
This award-winning spot highlights a season of programmes about 13 of the deadliest serial killers. The brief was to illustrate the horrific statistics of these murders. I discovered that serial killers experience seven psychological phases, one of which is the 'Totem' phase, where they collect souvenirs from the victims. My idea was originally to use entomology (insect collecting) to illustrate the statistics. However, the use of insects, even dead ones, is, to many people, an emotive subject. Instead, I used paper butterflies as a metaphor for human life. The butterflies illustrate this and reveal the serial killers' faces as sinister patterns in the butterfly wings. Gold Winner Promax Global Excellence Awards 2018 role: concept | design | art direction