The brief

For its annual print ad campaign, HBO Asia wanted to feature the complex characters of its award-winning series such as Game of Thrones, Boardwalk Empire, Girls, and Veep.

The challenge: to distill each character into one line of copy, as bold and clear as the visuals in black and white.

What I did

I reviewed everything I knew about each character: their challenges, motivations, and story arc. Then I got to work: writing, slashing, and pruning each statement down to seven to 10 words. One line. No more, no less.

After all, brevity is power. Wouldn’t you agree?