"Finding Carter" Key Art

A month ago MTV's VP Off Air Creative Jim F. deBarros asked me to come up with concept for a new MTV series, "Finding Carter". The series follows Carter Stevens, a young girl who has a perfect life with her single mother Lori, until a police bust at a party reveals that Carter is a missing child abducted by Lori. Now, Carter returns to her biological family and must navigate through her new life whilst vowing to be reunited with Lori.

Of course my first thought was the milk carton missing child alert, but that was not enough. Then I remembered the idiom, "spilled milk" which Americans use when something goes wrong.

Campaign was photographed by Rene Cervantes. 

Designed by Chris Peck and Lance Rusoff.

Art Directed by me. 

On July 8th was first episode of the show on MTV.
Announced by billboards, posters, and digital media some of which you can see below:

Digital board: http://hurley.moad.me/s/78318

Here is a few photographs of "Finding Carter" billboard in Los Angeles,
posted by Daily Billboard blog, with comment: "With its clever milk carton visual you instantly know that MTV's Finding Carter series is going to be about a missing child in some way or another." 

Here's also the landscape version of the ad creative which works equally well and was spied further west along the Sunset Strip.