THE HANDMAID’S TALE | SOCIAL CAMPAIGNS
Role: Creative Director, WriteR, PRODUCER
SEASON 4
ATTN MAYDAY: GILEAD HAS GROWN
An interactive, Easter egg-filled map of Gilead ignites Twitter conversation, hyping fans for The Handmaid’s Tale Season 4 premiere.
In a first-of-its-kind auto-response campaign, users replied to the map of Gilead with a set of coordinates and received 1 of 30 custom pieces of creative. Content included character videos that showed individual journeys, worldbuilding Radio Free America audio assets, Gilead definition cards, Season 4 sneak peeks and easter eggs, and talent videos with fun call-outs that directed users back to the map. The map's design and accuracy, which we refined with writers from the show, revealed the growth of Gilead's control, and sparked culturally relevant fan theories about how the states became divided, blurring the lines between art and fiction.
SELECT MAP CONTENT
SOCIAL CONTENT
In addition to our Twitter map, we created catch up and sustain content across channels to keep fans excited and engaged pre and post premiere.
SEASON 3
BLESSED BE THE FIGHT
Fans were exhausted by Season 2, it was grim with no promise of hope. They wanted to know June would fight back against her oppressors. On social, we created a propaganda campaign that promised a secret resistance rising.
We defaced the villainous leaders of Gilead and built kinetic hidden messages to build the promise that the Handmaids and Marthas would come together to rise against their oppressors. After these hidden messages, we released propaganda posters of our key heroines.
Post Season 3, we were brought on to announce the return of Season 4 and 5 with cast.