I always start a project by familiarizing myself with the content – in this case, IP (watching trailers and/or the film itself). Next, I dive into the layered key art & character poster files to explore textures, backgrounds, and additional elements that can be repurposed to preserve the creative tone through our ad's new storyline/perspective. I also put extensive energy into type research, seeking to match the original typeface or find another that captures the show's personality and will seamlessly blend with existing choices already associated with the campaign. After internal feedback and revisions, storyboards are shared with key stakeholders to show proof of concept; these decisionmakers select winning concepts before moving into production.