Maradona
Social media campaign for HBO's Diego Maradona documentary
Led art direction for HBO's Diego Maradona documentary campaign — directed by Asif Kapadia (screened at Cannes 2019). CRT television look across feed hacks, living murals, display ads and archival promos.
Create a social media campaign to promote HBO’s documentary about Diego Maradona — featuring never-before-seen archival footage and directed by Asif Kapadia. The film screened out of competition at the 2019 Cannes Film Festival and needed a campaign that matched the raw intensity of the subject.
Build around the documentary’s never-before-seen footage and lean into its age with a CRT television monitor look & feel. Draw on the streets of Argentina and Maradona’s era.
CRT Television Aesthetic
Every asset was built around the look and feel of vintage CRT monitors — scan lines, color bleed, and analog distortion. The dated footage became the campaign's visual language.
Countdown Posts and In-Feed Hacks
Countdown posts and in-feed 'hacks' that interrupted the scroll with bursts of CRT static and typography — built for Facebook, Twitter, and Instagram in the run-up to premiere night.
The God, The Man
A toggling carousel concept — swipe from Maradona the legend on the pitch to Maradona the man off it, playing on the documentary's central duality.
Street Art, Animated
Maradona murals on the streets of Argentina, brought to life: archival motion composited into each wall's texture and paint.
Display Advertising
Standard IAB display units carrying the same CRT key art across placements — built once, delivered in the formats each site demanded.
Never-Before-Seen Footage
Promos built around the documentary's main hook — archival footage of Maradona that had never been publicly seen, plus director Asif Kapadia on the story behind it.
From the Vault
Boomerang loops cut from the documentary's never-before-seen archival footage — locker rooms, terraces, and off-the-pitch moments, repurposed as bite-sized social content.
Campaign Elements
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