Joseph Rey Digital Art Director - Advertising Concepts

ADVERTISING CONCEPTS + CREATIVE

These are concept-driven visuals developed to promote scripted television, streaming content, and platform campaigns, each designed to tell a story in a bold and unexpected way. My goal with each piece was to push beyond the expected and land on something surprising. Concepting isn’t easy — but when it works, it sticks. These are a few of my best. See if you agree.

Large-scale artwork developed in Photoshop for hero placements and full digital rollout.

PAINKILLER: THE TYLENOL MURDERS - DIGITAL

A five-part docuseries transports viewers back four decades to 1982 when a killer laced Tylenol pills with cyanide and killed seven people in the Chicago area. Fear and panic spread across the country, with no one knowing how widespread the poisonings were.

As part of the team tasked with creating the show’s key art for CBS, I developed a concept featuring a grave dug in the unmistakable shape of a Tylenol bottle. At its center is a casket marked not with a religious symbol, but a health cross — surrounded by mourners seen only as black umbrellas from above on a dark, somber day. While the visual structure echoes the Absolut Vodka campaign, this concept intentionally inverts that reference — trading celebration for loss, and clarity for consequence. I believe the idea captures the tone of the documentary and delivers its message in a way that’s both immediate and unsettling.

Art Direction and Design: Joseph Rey
Creative Director: Mark Weinstein
Design Team: Paramount+

LIPSTICK JUNGLE - PRINT

While at The NBC Agency — the in-house creative agency for NBC — I was part of the team that developed ad concepts and campaigns for the first two seasons of Lipstick Jungle, starring Brooke Shields. My concept, “Lips and the City,” became the foundation for the teaser campaign, which was executed as a stylized illustration. The visual paired bold red lips with a reflected city skyline — a striking image that aligned with the show’s tone and title. The final piece was produced in partnership with L’Oréal Cosmetics and earned a Silver Promax for Best Cross Promotion.

Happy Birthday Paramount+ - DIGITAL

To celebrate the first anniversary of the Paramount+ app, our team developed a campaign concept that combined playfulness with brand recognition. One of my ideas was to reimagine the Paramount Mountain as the icing on a branded cupcake — capturing both the iconic peak and the lighthearted spirit of the milestone. The final visual delivered a balance of grandeur and fun, making it a memorable centerpiece for the campaign.

This is the final art. To see more from this project, including sketches, [click here].

Concept and Design: Joseph Rey
Creative Directors: Mark Weinstein
Design Team: Paramount+

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