Role
Graphic Designer / Art Director — campaign concept, key visual development, portrait-led layouts, and adaptation across billboard and citylight formats.
Project goal
Extend the identity of the television show “Final Countdown” into the city through a family of outdoor formats. The challenge was not simply to enlarge a television graphic, but to redesign the information hierarchy for a completely different viewing situation: people encounter a billboard while walking, driving, or passing it at an angle, often with only a few seconds to understand the message.
Creative and technical approach
The campaign is built around strong presenter portraits, compact headlines, and clear blocks of programme information. Horizontal billboards and vertical citylights use the same core identity but redistribute the elements according to the available proportions. This preserves recognisability without forcing one composition into every format.
Scale was treated as part of the design from the beginning. Faces provide an immediate human focal point, while typography and colour create the second reading layer. The layouts were tested conceptually for distance, contrast, and fast recognition rather than for close-up detail alone.
Result
A coherent outdoor campaign that lets one television identity work across very different physical surfaces. The show remains recognisable from format to format, while every layout is adapted to the realities of public space rather than merely resized.