We needed to support the campaign launch of Planet Earth III. We created 8 designs of episodic key art for digital platforms. With a budget of £28,000 our objectives were to make it look like something our audiences have never seen before. We wanted to create something that encapsulated the scope of the series and reflect the cutting edge production values of the show. We created 8 images that represented the 8 episode series.

Planet Earth III is a landmark/blockbuster series. We wanted to create episodic designs that would reflect this level of production value and slickness, elevating it from the expected imagery of a natural history title. Our target audience with this landmark title was a wide age range from 8-year olds to 80-year olds.

We took visual inspiration from mega blockbuster films – the Marvel and Star Wars franchises- with their slick production values and combination of graphic and photographic elements. We made a major design feature of the “III” in the title and integrated it with photographic imagery of animals and environments. The animals in each image are carefully composed in the ‘window’ of the “III” device, suggesting a glimpse into a world (what the series promises and delivers). Added sophistication was achieved by carefully crafting what elements would poke in and out of the “III” helping with the illusion of depth and adding sophistication to the design. Across the 8 designs, we took extra care that there was an overall varied distribution of colour and composition keenly avoiding a sameness to reflect the vast scope and difference seen in each episode.

We launched the episodic key art design across all digital channels, the engagement was extremely positive. Published to a global BBC Earth Fanbase on BBC Earth Instagram (10.6m) and BBC Earth TikTok (289k), truly global usage as the roll out was across the UK, China, Europe, USA, EMEA and Asia.