PBS
Ken Burns Documentaries

Advertising   |   Featured Key Art

Reexamining our past—and ourselves

Ken Burns is one of the greatest documentarians of our time. SJI has had the great privilege of working with PBS to create key art for several of his acclaimed films, which have turned millions onto history and given us a new way of looking at our collective past.

CHALLENGE
Ken Burns’ films are towering achievements—dispelling historical myths, prompting national conversations, and always telling powerfully compelling stories. Distilling that genius into a single image and tagline is the essence of our challenge. Conveying the complexity of the subject with simplicity and clarity is always imperative for the key art image and the overall campaign.

INSIGHTS
All of Ken Burns’ films engage audiences by uncovering truths—from the most intimate to the universal. Our key art needs to convey the depth and breadth of those truths in an emotionally resonant way to connect with diverse audiences and engender interest, curiosity, and viewership.

Leonardo da Vinci
A film by Ken Burns, Sarah Burns and David McMahon
How to bring to life a master artist, scientist, engineer and dreamer—and creator of some of the most celebrated works known to man? Through his personal notebooks, primary and secondary accounts of his life and times, and on-camera interviews with modern scholars, an intimate and fascinating picture emerges. Incorporating images from Leonardo’s iconic paintings and drawings, we created a key art image that exemplifies his singular genius.

The U.S. and the Holocaust
A film by Ken Burns, Lynn Novick and Sarah Botstein
This film series recounts how the American people struggled with one of the greatest humanitarian crises of the twentieth century and how it tested the ideals of our democracy. In the process, it deals with questions essential to our society: Is America truly a land of immigrants? Why did we fail to rescue a people at the time of their greatest need? How do the continued struggles over how we define our past shape our future as a country? It was decided that no single photographic image could convey the depth and breadth of stories told within the film. We opted to create an illustration representing the hopes for U.S. aid from those faced with the horrors of the Holocaust.

"Given the sensitive subject matter of the film, we knew that promoting Ken’s series THE U.S. AND THE HOLOCAUST was going to be a challenge. We needed a partner who could take to heart the sensitivities the film presented and still provide smart, thought-provoking creative that would stand out and deliver. We knew from the beginning that SJI was that partner. SJI’s passion for Ken’s film and for the creative they presented was evident throughout the development of the art. We ended up with a design that is one of the most beautiful and arresting images for a series I’ve ever seen, probably the highlight of my career. I can’t imagine working on this campaign with anyone else." JOHN RUPPENTHAL SENIOR CREATIVE DIRECTOR, BRAND & DIGITAL INNOVATION, PBS

Hemingway
A film by Ken Burns and Lynn Novick
This intimate and insightful series examines the work and life of one of the greatest and most influential American writers. It penetrates the mythology surrounding Hemingway, revealing a deeply troubled and tragic figure. The central theme to be communicated in our creative was that the man was, in fact, much greater than the myth. Hemingway’s own words bring the key art to life—his writings are used to create a portrait based on the iconic photo by Yousuf Karsh.

"PBS has been partnering with SJI on promotional campaigns large and small for over 15 years, so naturally we turned to them to help us promote Ken Burns’s latest film, HEMINGWAY. And, as they always do, SJI delivered. The final key art was beautiful, flexible and worked on all platforms. We even adopted the creative for all of our video assets on-air and online. The work was universally praised by PBS and all of our partners including the directors and producers of the film. We couldn’t have asked for a better agency to work with on this campaign. " JOHN RUPPENTHAL SENIOR CREATIVE DIRECTOR, BRAND & DIGITAL INNOVATION, PBS

The Vietnam War
A film by Ken Burns and Lynn Novick
Ten years in the making, this ten-part film tells the epic story of the Vietnam War as it has never been told before. “There is no single truth in war,” and the series features testimony from nearly 80 witnesses, including many Americans who fought in the war and those who opposed it, as well as Vietnamese fighters and civilians from both the winning and losing sides. Our primary key art uses a reflective image of an American soldier and a Vietnamese farmer to illustrate the diversity of viewpoints and the ambiguity of this painful time in history.

The American Buffalo
A film by Ken Burns
The film traces the near extinction—and ultimate return—of the US national mammal, as well as the species’ connection to Indigenous communities and the land. The American buffalo is integral to the story of Native nations who lived with and relied on the buffalo to survive, developing a sacred relationship with them over thousands of years. In deference to this unbreakable connection, our key art incorporated an original Illustration by Plains Indian artist John Pepion.

Country Music
A film by Ken Burns
This sweeping 16-hour series focuses on the fascinating characters who created this uniquely American music genre from its earliest roots to the modern era. Country music is not one thing—and it never was. It’s part of a larger stream of diverse musical influences and a cross-pollination of musical influences. The film follows the evolution of country music over the course of the twentieth century, as it eventually emerged to become “America’s music.” Our key art focuses on the excitement and energy of this distinctly American genre.

"SJI Associates helped us handle a huge promotional project, from initial inception thru final execution. They were an integral part of our campaign’s success – creative input, meeting deadlines, managing volume, and staying on budget. They delivered (again!) on professionalism and cooperation." CLAIRE QUIN CREATIVE SERVICES, DIGITAL & MARKETING, PBS