DEADLIEST CATCH | Gritty, black and white photography best conveyed the nature of this adventure reality show. Using images and elements from the U.S. ad campaign as a starting point, I customized the design for the Canadian outdoor campaign. I carefully positioned captains and crew in the layouts to visually describe relationships, an important focal point of the show in the upcoming season. The white Discovery Channel logo was sized appropriately to have just the right visibility, strength and impact. I art directed an intermediate designer who assisted me in the execution of the campaign in order to meet the demanding deadline. Deadliest Catch reeled in significant ratings for Discovery Channel, drawing in major advertisers and revenue. Anthony Ong, contributing designer.
