The Handmaiden

Working on THE HANDMAIDEN remains one of my favourite professional experiences. I fell in love with the film on first viewing, but while I had high hopes for its success, the themes of sadomasochism and sexual exploitation required a sensitive and strategic approach.

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Through market research and a detailed SWOT analysis, I identified two primary audience segments: younger, male-skewing horror enthusiasts and older, female-skewing, upmarket period drama fans. Recognising that the US and international creative might alienate the female-skewing segment, I proposed adjustments to the trailer and developed a completely new poster design.

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The goal was to emphasise the film's opulent 1920s production design and convey the complexity of its multi-layered plot while subtly hinting at its darker elements. This approach aimed to engage both audience groups simultaneously.

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Thanks to clear targeting, effective communication, and a strong creative vision, the design and editing processes were highly efficient, with only minor revisions needed after the initial drafts.

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The final artwork earned the Best Poster award at the 2017 Screen Awards, while the overall campaign won Best Theatrical Marketing Campaign and Best Digital Marketing Campaign.