They Live
CONCEPT: How packaging can reveal different layers of a cult classic, providing unique looks while telling the same story.
Standard Release: Business As Usual
The standard release was designed as a homage to vintage VHS covers and action figure packaging. Drawing from the visual language of classic Kenner figures, the composition emphasized nostalgia and familied with existing ReAction cardbacks. I developed the overall concept, composition, and stylistic direction, then helped art direct illustrator Jason Edmiston to execute the final illustrations.
Special Variant: Through A Different Lens
In contrast, the special variant release focused on one of the film’s most iconic moments: when John Nada discovers the sunglasses that reveal subliminal messaging embedded throughout society. The packaging for this version was designed to feel as though it existed within those altered scenes, stripping away color and spectacle to mirror the stark, confrontational visual language revealed through the glasses.
Together, the two approaches allowed the same figure to exist in parallel realities: one grounded in nostalgic presentation, while the other was rooted in the movie’s shocking truth.
CONCLUSION: This project reflects my approach to culturally significant IP: identifying the core ideas within a story and translating them into distinct yet cohesive visual systems, inspiring both collectors and film fanatics alike.
OBEY
This project explored two distinct packaging approaches for John Carpenter’s cult-classic film, They Live. One is inspired by vintage VHS and action figures, while the other is inspired by the movie’s shocking truth.
SUBMIT
Standard and Special Variant side by side. Branding and legal warnings were toned back on the Special Variant to really bring attention to the “hidden messages” on the card.
COLLECT THEM ALL
The Standard cardback took inspiration from vintage VHS tapes, while the Special Variant continued with the not-so-subtle messaging always seen on collectibles.
What Do They Want?
Stylistic reference, along with rough compositions for character illustrations and background elements, were provided to the illustrator to ensure proper execution.
