Into the Unknown

A lot of fans have preconceived ideas of what science-fiction looks like, based on the iconography of 80s and 90s films and tv-shows. The campaign needed to show that that world is much broader than those pop-culture references and move away from the usual imagery and explore the genesis of the narrative of the genre: the unknown.

Working closely with visual artist Dan Tobin Smith, we seeked out to create a visual language that explores that in a simple, yet memorable way, to be run across all platforms. Inspired by the mystery and light of painters such as Casper David Friedrich, we wanted to create visuals that would appeal to every science fiction fan in a magical way, without showing anything too specific.

The campaign has the right balance of immersiveness, helping to understand the narrative behind the exhibition, and inclusivity for every fan. Each visual has a human element which draws the audience to put themselves inside the visuals, and ask themselves bigger questions and head to the exhibition to answer them.

The visuals set the tone of the entire campaign and were used in every communication materials placed all over London.

The exhibition’s brief was to create an immersive experience which opens up the literature and classic narratives of science fiction to a broader audience, while presenting over 850 works ranging from books, graphic novels, prints, artworks to props and costumes