Orphan Black

More than your typical sci-fi thriller, Orphan Black had a statement to make. Exploring the emerging humanity and diverging personalities of a series of clones, it was a comment on morality and personal identity—and called for advertising that appealed to a thinking audience.

A concept designed to be replicated.

In a mass campaign spanning banner ads, bus stops, print and more, the ads were, in a sense, clones of each other—all tied together by the single face staring out, but each with a distinct look and bold graphic. Upending pre-conceived notions, the art demanded that we see each of the clones not as something to be owned or manipulated, but as a woman, unique in her nature—and uncommonly made sci-fi as appealing to women as men.