MCMAFIA = Crime Goes Corporate
What if organised crime looked more like a global corporation than a backstreet gang?
That question became the creative foundation for the campaign. Inspired by McMafia's worldwide criminal network, the key art reimagined organised crime through the visual language of international business, reflecting the series' sophisticated, global scale while hinting at the moral tension pulling Alex between his family, his business and the criminal underworld.
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KEYART
By treating organised crime like a global business, the artwork blurred the line between boardroom and underworld.
Character Portraits
The character portraits subverted the polished world of corporate photography, contrasting clean, executive-style imagery with the darker realities of organised crime. A modular print system introduced the series' international cast, reinforcing the global scale of the story while giving each character a distinctive presence within the campaign.
