Star Trek: Lower Decks - "Back To Lower Decks"

Among the many pieces I created to promote Star Trek: Lower Decks, this campaign stands out as one of my favorites. Tasked with ideating hero art concepts for the new season, I proposed an unconventional idea: showcasing the characters with their backs to the camera. While initially meeting with resistance from some who insisted on a need to show the characters’ faces, this approach leaned into an "If you know, you know" appeal, leveraging the established fanbase’s familiarity with the characters’ silhouettes, costumes, and settings. When paired with some clever wordplay I wrote for tag lines, this unique strategy worked perfectly for an established audience familiar with the series. The resulting "Back to Lower Decks" campaign was a viral success, sparking discussions in Star Trek fan circles and earning media coverage in Bleeding Cool. It teased the new season by withholding direct character reveals, transforming mystery into anticipation and celebrating the fandom’s insider knowledge.