Syfy Channel Design & Branding CAPRICA POSTER by BIG PICTURE GROUP

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market United States
Creative Director William Lee
Released December 2009

Credits & Description

Category: Posters
Advertiser: SYFY
Agency: SYFY
Date of First Appearance: Dec 28 2009 12:00AM
Entrant Company: SYFY, New York, USA
Senior Vice President Marketing: Global Brand Strategy and Creative: Michael Engleman (Syfy)
Creative Director: William Lee (Syfy)
Photographer: Justin Stephens
Agency: (Big Picture Group)
Media placement: Poster - Out of home advertising - December 28, 2009

Describe the challenges and key objectives
Caprica is the prequel series to Battlestar Galactica, in which humanity’s fate rests on the actions of one young woman. The challenge of the Caprica print art was to craft an image and tagline that communicated the epic premise of this series in a relatable way.

Describe how you arrived at the final design
The solution was to reference the image of Eve eating the forbidden fruit of Eden – a widely known story with equally understood consequences. Only in our image, the forbidden fruit is digital, a nod to Caprica’s focus on technology. The tagline “The Future of Humanity Begins With A Choice,” gives the image additional weight.

Give some indication of how successful the outcome was in the market
The Caprica campaign generated outstanding buzz: More than one million people viewed the pilot episode online before it premiered on-air. With so many viewers watching and spreading the word, Caprica quickly became one of Syfy’s most highly anticipated series.