A murder mystery wrapped in psychoanalysis and surrealism.

To launch Netflix’s Freud, we created a campaign that felt as unsettling and layered as the series itself.

The idea: to visualize Freud’s model of the psyche – id, ego, and superego – in a physical form. Posters that revealed their inner selves over time. Printed in layers and left to weather naturally, the artwork transformed in public space, slowly exposing what lay beneath.

We also developed the show's Key Art and Title Treatment — setting the tone for all communication from the start. The typography was custom-built to echo the era’s aesthetics, with a subtle unease woven in.

The result: an eerie, slow-burning campaign that invited interpretation — and rewarded curiosity.

Credits:

Agency: MOTOR Kommunikation GmbH

ECD: Frederik Hofmann

Art Director: Maarten Dijk

Copy: Thomas Rendel, Nathalie Amegaschie

Account Director: Volker Jensen