Late Night Show With Johnny Meller — A fictional television universe built to feel entirely real
THE CHALLENGE
A fictional television show only works if every graphic detail convinces. The logo, the typography, the colour palette, the animation style, the set itself: each element needed to carry the weight of a broadcasting tradition while serving a campaign with a very specific tone. Too polished and it loses its wit. Too rough and it loses its credibility. The work had to feel like it had always existed. And that challenge is precisely where our collaboration with Turbo began: working hand in hand from the outset to ensure every dimension of the fiction held together as a single, believable world.
THE APPROACH
We went deep into research before touching a single design decision. Understanding the visual codes of American late night television, its colour temperatures, its typographic confidence, the precise rhythm of broadcast graphics, was the only way to replicate them convincingly. That level of immersion is how we work: we don't approximate a reference, we find its internal logic and build from there.
In constant collaboration with Turbo's creative director Bertus and the wider team, we translated those codes into every graphic layer of the show: the warmth of studio lighting rendered into colour, the confidence of broadcast typography, the rhythm of on-screen graphics designed to appear and disappear with purpose.
The anime sequences introduced a deliberate rupture within that world. Rather than treating them as an exception, we built flexibility into the visual logic from the outset. That meant going equally deep into anime visual language: studying references extensively, developing sketches and directing animator Agustí Ortoneda through the entire sequence. The ability to lead a specialist in a discipline, understand its codes well enough to give meaningful creative direction, and integrate the result into a coherent whole is precisely the kind of work this project demanded.
We don't approximate a reference. We find its internal logic, understand its codes deeply enough to replicate them convincingly, and build from there.
THE WORK
In close collaboration with Turbo, we delivered the full visual identity of the fictional show, including logo, typography and colour system, alongside on-screen graphics, animation pieces, art direction of the physical set and digital campaign assets. Every element was designed to function both within the video production and as standalone campaign material, each one reinforcing the credibility of the world we built together.
THE OUTCOME
Late Night Show With Johnny Meller works because the graphic world commits fully to the fiction. The visual system doesn't wink at the audience: it plays it straight, which is precisely what makes it land. A campaign that feels like television, moves like television and disappears back into the archive like it was always there.
