Snapped was a series that was rocking American viewers that we really wanted to push to the channel's dedicated viewers, having already given the first season a fantastic debut. The brief was to incorporate the branding visuals of True Crime with a compelling image depicting true crime stories that centred around real-life femme fatales. At the same time we wanted to appeal to the channel's demographic of older women and didn't want anything too bloody or edgy. We started with the channel identity key visual of broken glass and hunted around for inspiration that could feed off this
We looked for great reference images that would echo this look and give a noir feel, and loved this image of Mads Mikkelsen from Hannibal.
We decided to combine the authenticity of a real smashed mirror, slightly defocussed to create a sense of a barrier between our femme fatale and the 'normal' world of the viewer. Despite the risk of seven years' bad luck, we hired a convenient (and cheap) space for our destructive activities.
In our first mock-up of the artwork, we experimented with a haunting image that played with the idea that the crack in the mirror centred in on the eye of our protagonist, almost as if she had been shot. An edgy and dynamic image that ultimately was too edgy and haunting.
Finally we settled on this lovely key visual that lets the lighting and the model's harder and more ambiguous expression inform the viewers of her potential deadly intention, whilst the subtle defocussed cracks in the mirror still nicely represent the barrier between her and the world of people who have not 'cracked'. Or snapped.
And below, one of the series of promos we produced for the channel. Noirish, dramatic, simple yet effective