Breathing fresh life into an acclaimed franchise with a winning campaign pitch

This was, at the time, the most prestigious social campaign I’d undertaken. It was very much a revitalization of the series, with a brand new set of creative behind the wheel and fresh, female-led cast & crew. To land it, we knew we had to perfectly encapsulate the new themes, direction, content and campaign strategy in our initial pitch.

This pitch was the result of a massive collaborative undertaking between our creative concepting, design, and social teams. I personally wrote 80% of the initial concepts for the final pitch, plus a whole slate of canned copy responses including a series of posts updating fans on “the latest case developments” from the perspective of the Ennis Police Department after each episode.

As a result, we were granted full access to HBO Max’s socials for a complete social takeover, handling everything from the post calendar to proactive and reactive community management throughout the campaign.

With millions of impressions and sky-high engagement, we led True Detective: Night Country through the long night and all the way to the Emmys.