THE ASK


Create a conceptual spot to launch The CW’s new show, Superman & Lois.

THE CHALLENGE


We only had a few shots of Superman sans cape and a few still images of the family.

SUPERMAN & LOIS


This story is not just about Superman. It is a familiar story about families

and the need to connect with one another during our busy lives.

Clark’s ongoing struggle to balance family duties with being Superman

is something to which every hardworking father can relate.

THE CONCEPT: FAMILY CREST


The concept explores the conflict and duality of Superman’s roles as Clark

and as Superman. Complicating that further is his family life with Lois, and

now his two sons.

THE PROCESS


To reflect the battle within Clark, Superman, and his family, we use a double,

triple, and sometimes quadruple exposure technique. Each exposure visually

takes us deeper and deeper inside each character.

We represent the complexity of his life in a massive wire-and-mirrored structure,

reflecting all of the different sides of him that pull against each other and

illustrate the struggle that comes with hiding the truth.

The concept is a portrait of Kal’s life. This inspired us to explore

techniques that could bring a painting to life. We discovered a Topaz AI

paint treatment (among many other layers) that gave us the perfect British

expressive period painter William Turner feel.