"Grotesquerie" is a horror thriller that thrusts viewers into the desperate search for the maniacal cult killer who is committing horrific murders and staging them as macabre art installations. It’s a good versus evil story with a female detective at the center tracking clues and solving crimes. The graphic packaging takes inspiration from the artwork of Francis Bacon, occult imagery and religious allergories. Anchored in the signature purple, black and red palette of the campaign, the graphics feature iconic horror imagery of evil nuns, crows, hooded figures, goat’s head and sinkholes. Abandoned buildings and barren small town desertscape evoke a feverish gothic atmosphere. Scratchy, textural transitions serve as catalysts for abrupt animation jump cuts, leading into slow-motion vignettes that heighten the sense of unease. In the series, the iconic villain Grotesquerie communicates with handwritten notes, making calligraphy an important visual throughline. We worked with a calligrapher to develop various marks, one of which became the secondary campaign logo. For the primary logo mark, we leaned into the modern blackletter logo from the show, adding textures and grit to tie into our graphic packaging.