Statement of Intent

 Statement of Intent

For the brief, I will produce four promotional products for a fictional ITVX teen-targeted thriller titled The Lost Horizon. The posters will be created in pairs with two different house styles across the four final pieces. They will be clearly aimed at a 16-25-year-old audience, ensuring a balance between narrative intrigue and visual appeal while making them suitable for all audiences due to their position at bus stops—a public place for all ages.  

Audience

The posters are designed to engage a Gen Z demographic by blending elements of mystery and adventure, alongside themes of survival and self-discovery. The Mediterranean-inspired settings and mostly teen cast will resonate with younger audiences who seek aspirational yet relatable content. To address the thriller genre, the posters will incorporate visual cues of tension, such as visibly distressed actors and dramatic lighting, along with clear props linking to the ambiguous, yet thrilling tone. The two house styles – abstract scenery and character-focused images – cater to audience preferences for aesthetic visuals and emotional connection.

Media Language

The use of contrasting compositional styles in the two house styles is central to conveying the show’s themes. The first house style utilises landscape imagery of Venetian ruins, edited to highlight isolation and mystery. The second house style shifts to dynamic character-driven imagery, including expressive group shots and subtle, foreboding nods to the impending danger. Typography is consistent across the posters, employing a bold, yet elegant font, reminiscent of classical European aesthetics, paired with modern graphic elements to create cohesion. 

Institution

As an ITVX production, The Lost Horizon aligns with the platform’s goal to expand its appeal to younger audiences through gripping, high-quality drama. The posters position the show as a flagship teen thriller, using the ITVX logo and ‘exclusive’ branding to emphasise its premium offering and accessibility. 

Representation

The posters reflect a diverse cast of teenagers, showcasing characters with various genders, ethnicities and personalities; as not all of the cast is featured on the posters (in an effort not to make it overly busy) it can be assumed that the rest of the cast follows reflecting contemporary societal values, focused on within the show itself. Themes of leadership, trust and hidden motives are teased through character expressions and positioning, emphasising the emotional complexity of the show’s narrative.