Chimp Crazy
2023
MakeMake
I was brought on by Makemake (formerly Elastic) to develop the titles and full show package for Chimp Crazy, a four-part HBO docuseries from Tiger King creator Eric Goode. The series dives into the shadowy, high-stakes world of private chimpanzee ownership, following exotic animal broker Tonia Haddix in her surreal legal battle against PETA. It’s a gripping, often unsettling exploration of obsession, centered on the frantic search for a “missing” chimp named Tonka.
The design process was an expansive, high-energy journey where I explored a vast array of creative directions. Once the showrunners landed on a specific vision, we moved into full production, designing and animating a comprehensive package for every episode. I even went beyond the screen to pitch custom poster key art to HBO, which reference classic Hollywood film posters from the 30s and 40s.
Ultimately, HBO opted for a much more minimalist direction for the final broadcast, leaving our extensive body of work on the cutting room floor. While the “as-aired version is quite different, I’m incredibly proud of the world we built. The deep library of work created for this project now lives here as a testament to the scale and detail of our creative exploration.
Rosemary’s Chimp
The final direction we landed on was inspired by the showrunner’s appreciation for the iconic titles of Rosemary’s Baby. To capture that same haunting, vintage elegance, I tried on dozens of script typefaces before finding the perfect match. I paired the chosen script with a classic film-style drop shadow and drenched the entire palette in a vibrant, unapologetic pink, a direct nod to Tonia Haddix’s signature color. It’s a design that feels both nostalgic and slightly surreal, perfectly mirroring the show’s eccentric narrative.
Wild at Heart
In addition to the Rosemary’s Baby influence, the showrunner requested a nod to the aggressive, high-impact typography of David Lynch’s Wild at Heart. To capture that Lynchian look, I sourced a heavyweight, chunky typeface with a sharp, commanding italic. I pushed the kerning to a tight layout and finished it in Tonia’s signature hot pink. The result is a visual punch; a loud, distorted take on glamour that perfectly reflects the chaotic world of exotic animal brokering.
Silent Partners
I also pitched a “Silent Cinema” route, drawing direct inspiration from the iconic title cards of the early 1900s. By using high-contrast black and white paired with deep, moody noir shadows, I wanted to evoke the feeling of a classic “creature feature.” It was a deliberate homage to King Kong, aimed at highlighting the primal and tragic elements of the docuseries. Though we eventually pivoted toward a more colorful aesthetic, these frames remain a favorite of mine for their bold simplicity and their tip of the hat to movie history.
Simian Scrapbook
Throughout my extensive explorations for the series, I developed a mixed-media collage style designed to mirror the show’s unique tonal friction. It’s a visual language that balances a quirky, light-hearted earnestness with the darker, “behind-the-shadows” reality of our titular subject, Tonia Haddix. This collage approach allowed me to layer the disparate elements of her world, capturing both her eclectic, vibrant personality and the increasingly bizarre nature of her story.
Character card & Episode Title
Archival Treatments
Lower Thirds
Locators
Text Messages
Maps & Data
Graphic Re-enactments
News Clippings
Archival Treatment
Lower Thirds
Jungle Journal
This direction followed a more literal, tangible path, treating the screen like a physical evidence board. I utilized authentic newspaper clippings, jaggedly torn photographs, and halftone-treated footage to create a raw, investigative aesthetic. To round out the look, I implemented “rough-edge” typography designed to mimic newspaper copy blown up to an immersive scale. It’s an approach that feels grounded in reality, emphasizing the “ripped-from-the-headlines” nature of the story.
Locators & Time Stamps
Maps & Data