PAIN HUSTLERS
Concept Project
Roles: Creative and Art Direction, Illustrator, Designer
ABOUT THE PROJECT
The goal of this project was to create a teaser key art for Pain Hustlers that could condense, in a single image with strong visual impact, the different concepts that intersect in the film: ambition, manipulation, seduction, and deceit. The intention was to craft a piece that would work as a metaphor for the moral framework that underpins the story, capable of suggesting the toxic nature of the deals and relationships that shape the film. The challenge lay in distilling all these layers into a symbolic, direct, and easily recognizable image that would invite the viewer to sense the conflict without revealing it.
THE CONCEPT
I used a close-up of two hands shaking as a symbol of an agreement in a negotiation. A snake coiled around this agreement serves as a representation of a poisoned pact, as well as a symbol commonly associated with the pharmaceutical trade. The snake is shown emerging from Pete’s arm and ending in Liza’s hand, reinforcing the idea of deception. In Liza’s hand, the bracelet with the inscription “Rookie of the Year,” which Pete gives her, strengthens her commitment to the business. The vibrant color palette refers to the protagonist’s outfit and also symbolizes how something appealing can hide something potentially dangerous.
A selection of examples showing how the design could work in OOH.
