F, is for fox

Peter James: Love You Dead

Pan Macmillan contacted me to pitch for the advertising campaign of —international best seller Peter James’s book— Love You Dead. The Head of Marketing wanted a new approach to the creative as the current look and feel had become too familiar. Any new ideas had to be a step in a new direction without alienating the loyal fanbase.

Looking to contemporary crime thriller tv series and film artwork references, I created several concepts. Some included the recognisable imagery style, only reworking the scale, hierarchy and layout of the ad while others explored new emotive ways of using type to convey the mood of the particular book. Hesitant to change at first, Peter saw the benefits of the revised approach and signed it off. This lead to a follow up brief for his newest book, Need You Dead