"Unfiltered: Gen-Z Reacts to The Chosen" was a deliberate departure from the overall The Chosen series. While The Chosen's primary brand carried the weight of a globally recognized historical drama, this documentary spinoff needed to feel like something else entirely — raw, energetic, and built for a generation that consumes content differently.
The creative brief was clear: reach a younger audience, and don't soften the contrast to get there. But the real design challenge ran deeper than demographics. Unfiltered followed a group of Gen Z strangers — different backgrounds, different beliefs, one who had even left a cult — watching The Chosen for the first time and reacting honestly. The visual language needed to carry that story. Every design decision was rooted in the idea of multiple perspectives colliding. The early concepting explored mirroring and layered image effects to capture the feeling of overlapping viewpoints. We eventually landed on a prismatic treatment — because religion, like light through a prism, is multifaceted. These were people who came into the experience as one thing and left as something different. The design needed to hold that transformation.
I led art direction from early concepting through final execution, developing a visual system that extended from on-set photography to in-film graphics, promotional assets, apparel, and packaging. The result was a sub-brand that could stand completely on its own while still belonging to The Chosen family.
AGENCY: Voltage AD
ROLE: Art Direction, Graphic Design, Photography Direction
EARLY CONCEPTING
FINAL DESIGN DIRECTION
