Channel 4’s in-house agency team 4creative has unveiled a new spot to support upcoming drama ‘Queenie’, based on Candice Carty-Williams’ best-selling book of the same name.

The South London-centric creative celebrates the Channel 4 show’s protagonist with a mural inviting audiences to “meet south London royalty”.

On display at Brixton’s Electric Lane painted by production agency Grand Visual and designed by artist Kione Grandison, it showcases Queenie with her regal crown earrings and main character energy.

Posters of Queenie will also be distributed to beauty salons across Brixton.

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The story sees Queenie navigate life’s messiness amid a break-up, and the challenges of being a 25-year old Black woman in a changing London.

“It’s been a joy to see this campaign come alive through the exceptional work of Kione and 4creative. They’ve done the bold and iconic world of Queenie proud, and we hope Kione’s mural helps generate the attention that this brilliant show deserves,” said Channel 4 chief marketing officer Katie Jackson.

4creative creatives Stuart Gittings and Reuben Dangoor added: “The iconic character of Queenie was born south of the river, so we felt it was essential to collaborate with a South London talent to announce her arrival on Channel 4.”

“Starting with Kione’s regal portrait, the whole campaign is a labour of love fit for modern day royalty. Long live Queenie!” she added.