Primal Screen Logo

design for

every screen

Poster Image Poster Image

Mad Men Psychedelic Journey

AMC

When AMC contacted us to generate concepts for Mad Men’s final season, it was like a shot of “energy serum.” We were asked to create a promo that was animated, or not. That featured the show’s characters, or not. That referenced Mad Men’s iconic open, or not. And that was retro. Or not.

Half Row Media Half Row Media
Half Row Media Half Row Media
Full Row Media

In very little time we generated more than a half dozen concepts along with ideas for music. The looks referenced some of our favorite late 60s to early 70s artists and designers: Peter Max, Bonnie McLean, Heinz Edelmann, Andy Warhol and many more. The looks were well received, but AMC seemed especially fond of one picture of the silhouetted figure from the show’s titles standing before an open door. From the door wafts multi-colored plumes that could have flowed right out of Milton Glaser’s portrait of Dylan.

Full Row Media

Left: Milton Glaser, left, with Matthew Weiner, the creator of “Mad Men.” / Right: Milton Glaser, Dylan, 1966

Based on that image, AMC wanted us to expand the look into a whole promo using new psychedelic art that certainly looked like something by Glaser — because it was. Though still very active as a designer and illustrator, Glaser had long ago retired the groovy look that first launched him to prominence. Mad Men creator Matt Weiner thought that the artist’s 60s look perfectly embodied the era and the rudderless mood of the show’s seventh season.

“It’s a beautiful execution of the show’s atmosphere and complexity.”

Milton Glaser

In very little time we generated more than a half dozen concepts along with ideas for music. The looks referenced some of our favorite late 60s to early 70s artists and designers: Peter Max, Bonnie McLean, Heinz Edelmann, Andy Warhol and many more. The looks were well received, but AMC seemed especially fond of one picture of the silhouetted figure from the show’s titles standing before an open door. From the door wafts multi-colored plumes that could have flowed right out of Milton Glaser’s portrait of Dylan.

The spot sparked plenty of buzz (so to speak). But for us, the best part was working on a show we love with a designer we love and music we love. Now THAT’S a shot of energy serum!

Full Row Media

Mad Men Garden Party

For the final half of the final season, AMC came to Primal Screen to help celebrate the series and mourn its departure. We collaborated with the network to create this reflective, dreamy garden party.

Full Row Media
Full Row Media
Half Row Media Half Row Media
Full Row Media

Directors Cut

Armed with footage they provided, we built visual rhythm and set up tableaux by placing the show’s characters in ever-shifting frames. We set the whole affair to Diana Ross’ yearning Love Hangover. The result is boldly sentimental without being sugary — just what we love about Mad Men.