Nomad Key Art & Posters
At the end of 2021, I was asked to help provide some concepts for a new CNN show, NOMAD, featuring Carlton McCoy, one of Napa Valleys most exciting young sommeliers/entrepreneurs. The show sees Mr McCoy traveling to exciting locations that are important both to his personal history and background as well as to food and culture generally.
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As a serious lover of both food and wine myself I was excited to get the contribute some work and ideas.
Key Art
We wanted to bring in a lot of references to show the diversity of the host and content of the show. Hand drawn type, in a myriad of styles seemed like a good choice, as well as a few other layouts that used collage to the purpose of smashing a lot of disparate stuff together.
Both of these ideas were unused, but I am happy with the results, and the chance to try some new expressive type and collage that nods toward the diverse eclectic world McCoy is sharing with us in his show.
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Below is my favorite, which sought to express the variety excitement of a wide world and its many flavors through custom type drawn over a photo of the star. We took cues from a number of sources including scrapbooks, graffiti and some fashion editorial work that we loved. The effect is meant to be an explosion, a melting pot of influences, of high and low culture all mingling together to make a greater whole.
Below are some alternates with a more collage, scrap-book feel.
Credits
Role: Design/Illustration
Creative Direction: Terry Lee
Produced during time at Roger
Creative Direction: Terry Lee
Produced during time at Roger
Posters for Live Action
Another component of this project was a promo directed by my friends at Roger.tv. The final shot of which showed Mr. McCoy standing on the street in front of a construction wall plastered with wheat-paste posters, reflecting the ideals of the show and host, as well as featuring some of the incredible locations that were visited.
This was tough in part because in order to look natural, there has to be at least a couple styles and layers of time, of things pasted up and ripped off and pasted over.
To solve this problem we created several styles to apply to all of the locations. And it was important that these feel nice, but not cohesive. Each flavor is a feeling of its own, that hopefully makes sense against the others, but feels distinct.
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Posters One — ZINES
This first set took a stripped down DIY approach harkening back to standard paper colors you might find in any school or print shop, and black ink. Back to the basics, homemade with love.
^In-Situ with the pared back standard zine style wheat-paste posters
Posters Two — Modern
This second set imagines a little more modern forward take on the show and locations with photography from each location knocked out through type spelling NOMAD, and the appropriate city highlighted among a list of all of them. The goal here was to be clean and bold and type forward, while still keeping the people and culture as the Hero.
Set Three — Food Forward
For this version, we wanted to anchor the designs to actual regional dishes for each location as well as provide distinct type treatments for the place names. The posters also feature some symbols meant to tie in to the locations, Ghana's Star, DC's two stripes and 3 stars (which actually has been used by the Washington family going back to the 13th Century), Paris' Roundel seen in the Bullseye motif, Toronto's Maple Leaf...
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And the food chosen was deliberately not the picture post card food items you'd imagine top of mind, but rather the food that is most beloved by the locals. For example in Paris it is Pho, not a Boeuf Bourguignon, as the show meant to highlight all the cultures in the melting pot of each place, and France of course has ties to and migrant culture from Vietnam.
Posters Four — Integrated
For this version, we This set was constrained only to footage from the show, which gave us different considerations so that the color of type would stand out, but also make sense and feel harmonious with the photography used.
The final result in the spot:
THANK YOU
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