Lucky

Brief

Create early title design concepts for Lucky (Apple TV+) while collaborating with the team at Plucky. Working from an early script and creative conversations—before any footage existed—the challenge was to establish a visual language around luck, pursuit, and consequence.

Creative Director : David Clayton
Creative Producer : Jeffrey Marks

SOLUTION

Two distinct directions emerged from the exploration. The Architecture of Chance imagined luck as a surreal physical world—cards, dice, horseshoes, and time transformed into environments built around pursuit. Red-Handed took a fractured editorial approach, combining photography, fingerprints, urban textures, and fragments of evidence into something more immediate and volatile.

The production ultimately moved in another direction, but the work remains a strong example of searching for a project’s visual identity long before footage exists.

Concept : The Architecture of Chance

When these concepts were developed, the series was still largely an unknown. We were working from an early script for the first episode and creative conversations—long before there was footage to respond to. What we did know was that Lucky was fundamentally a chase, propelled by the unpredictable forces of chance and fate.

CONCEPT : RED-HANDED

Built from an early script and creative discussions—long before production began—Red-Handed explored the series through a fractured editorial lens. Photographic fragments, fingerprints, playing cards, cityscapes, and fleeting portraits collided like pieces of an investigation board, creating a visual language centered on pursuit, consequence, and the unpredictable nature of luck.