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Launch Trailer

 
 
Key Art

Key Art

 
 

McMafia.

2017 was the year in which the world debated globalisation, corruption and the dark underbelly of the political class. There was no better time to launch a show like McMafia.

The series explored the interconnected worldwide network of crime through the fictional tale of Alex Goddard (James Norton), the son of an exiled Russian oligarch who is reluctantly drawn into ‘the family business’ and eventually builds a global criminal empire.

 
 

The core idea of the campaign was to set the benign style and language of corporate brands against the grim reality of organised crime.

‘Welcome to the Franchise’ was a twist on the old Mafia trope of ‘Welcome to the Family’, and the clean-cut image of corporate life was undermined with visual cues to the threat going on behind the facade.

Developed in-house at BBC Studios, McMafia first launched to global trade press at MIPCOM, Cannes in 2017. We worked with the director and writer of the show, James Watkins and Hossein Amini to create the specially shot launch trailer featuring James Norton.

 
Character Portraits

Character Portraits

 
 
Key Art

Key Art

 
 
MIPCOM Wall Art

MIPCOM Wall Art

 
 
CD Design

CD Design

 
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Book Design

Book Design

 
 
 

Clients

BBC Worldwide
Cuba Pictures


Credits

Made in house at BBC Studios

Executive Creative Director: Rafaela Perera
Creative Directors: Sarah Gerona & Nick Meikle
Art Director: Martin Duhovic
Producer: Lauren Holden
Director: James Watkins
Editor: Joel Young 
Post Production: Envy