True Detective: Night Country - Social Campaign
🏆 SHORTY AWARD FINALIST 🏆
Breathing fresh life into an acclaimed franchise with a winning campaign pitch
This campaign 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.
Elemental - Pixar Parody Posters Snapchat Activation
Engineering social engagement IRL
For Elemental, Pixar was looking for something out of the box that could attract attention from fans out in the real world and that would naturally boost the film’s presence on social media. We pitched them the idea of using parody posters of their other films that referenced the elements the character of Elemental represented, and making them viewable through a custom snapchat lens that overlayed them over the film’s real posters.
This stunt concept had the perfect blend of lighthearted parody and platform-native design to both stand out and boost engagement. The trick was all in how we presented it to fans to raise awareness of the stunt while also ensuring the comedic content fit with Pixar’s brand.
I worked alongside Pixar’s marketing team to first create as many parody options as possible, eventually narrowing the poster concepts down to one for each element, and also streamlined the copy for our announcement piece explaining how fans could engage with the stunt.
This piece was a standout element of their social campaign, and the client loved the concept so much they asked us for further ideation with their team over parody magazine covers.
