Succession has always been about family, power and allegiances. 

With the Season 1 art, we established that nothing is ever quite as it seems with powerful families, by contrasting a sedate family portrait with a painting depicting violence and bloodshed and copy suggesting conquests to come.

In Season 2, Logan is the head of the table  - but suspicions are all around and the cracks are starting to show.

The season 3 campaign had viewers wondering where allegiances would lie: with Logan or with Kendall.  Several versions of the artwork showed the constantly shifting ties within the family. What viewers didn’t know is that one of these versions was exactly where the season would end: a reveal hidden in plain sight within our key art.