We were approached by Paramount+ to craft a booklet for their prestige series, The Madison. Created by Taylor Sheridan, the show shares the same Montana backdrop as his acclaimed series Yellowstone, and follows the Clyburn family as they experience the death of the head of the family Preston, played by Kurt Russell, and uproot their comfortable New York City lives. 

The booklet was included in the June issue of Emmy Magazine, with the intention of attracting voters to consider the show for awards nominations. 

During our creative development process, we sought to contrast the Clyburn family’s growing connection to Montana against the stark concrete jungle of New York, and particularly around Madison Avenue. We wanted to emphasize the beautiful unit photography from the show, and then in turn overlaid elements from Preston’s journal to bring in an intimacy. Understated, reflective, resilient.

For the editorial, we wanted to delve into the crafts with original insight from below the line talent who helped to shed light on the creative decisions which made the season so strong and award worthy. We also had pieces covering the acting categories and directing, celebrating the work of Michelle Pfiffer, Kurt Russell and Christina Alexandra Voros. 

The final result was a 54-page booklet that was inspired by Preston’s journal, finished with a brown leather-effect cover containing hand written and drawn elements within the pages, serving as easter eggs to the show.

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