Yellowstone
For the return of the record breaking hit “Yellowstone” on Paramount Network, I developed a comprehensive social and digital identity that built on the tintype photography shot by Sarah Coulter.
The Yellowstone Season 2 campaign centered around the use of tintype photography.
Tintypes are a wet plate collodion process, a kind of photography that was used primarily in the mid-1800s. They provide a stark contrast between an older tone and contemporary subject matter that mimics the changing times and struggles in the modern west show.
Using tintype photography as a jumping off point, I developed a new visual identity that would lead the “Yellowstone” digital and social media entities to premiere.
To cap off the campaign, I designed and developed an AR filter that let you become a cowboy on the ranch. The filter quickly garnered over 300,000 engagements the weekend it launched and created a huge amount of buzz.
After the premiere of season 2, we continued the use of the typography and motion graphics, but decided to showcase the award winning cinematography of the show by removing the tintype vignettes.
