In collaboration with Netflix, we brought a 185-minute genre extravaganza to the masses through social media.
PHASE 1: GIVE FANS EARLY ACCESS
Armed with a simple style guide and a vast library of symbols, we set out to build anticipation for a show designed for a notoriously hard-to-please audience.
One day before the public trailer dropped, we posted 26 cryptic symbols from the series—each representing a letter. An Instagram Story prompted followers to “Crack the Code” for a surprise. Over the next three hours, hundreds of fans received a DM with an unlisted YouTube link to the trailer, which they eagerly shared.
PHASE 2: CREATE ANTICIPATION
After the trailer went public, we launched an 18-day countdown to the series premiere. We released daily episode teasers, themed trailers, and cross-posted content across Netflix channels. This effort helped build a community of nearly 10,000 engaged fans before the show even debuted.
I developed a system to introduce fans to the tone of the series, using symbolic visuals tied to the themes and characters of each episode.
THE FIRST-EVER NETFLIX YOUTUBE LIVESTREAM SUPPORTING AN ORIGINAL SERIES
Eight hours before the release, we took over Netflix’s YouTube channel with a live countdown. Fans guessed symbol combinations to unlock exclusive sneak peeks, leading to 124K views, up to 254 comments per minute, and 513 new channel subscribers. At midnight, we announced that Love, Death + Robots was officially streaming.
This was the campaign’s biggest moment. I edited most of the clips shown during the livestream and designed the visual identity of the stream itself. I also helped shape the structure and strategy of the full 8-hour broadcast. However, it truly was a massive collaborative effort across teams and partners.
REVIVING DEAD SOCIAL ACCOUNTS TO REACH POTENTIAL FANS
During the livestream, we posted custom Love, Death + Robots content to dormant accounts from other Netflix series. Each was tailored to its audience. These strategic "takeovers" drove over 4,000 click-throughs to Netflix to watch specific episodes.
I created unique content for each hacked account, carefully aligning with the interests of those audiences to spark curiosity and engagement.
With 5.4K new followers and 240,968 total impressions, the stunt worked.
PHASE 3: CELEBRATE THE FANS
For six weeks after launch, we kept the momentum going with an always-on approach—celebrating the community and everything they shared. We transformed tagged posts and trending moments into fresh content daily across Instagram, Giphy, and Reddit.
I curated standout fan creations and ensured the most talented contributors received recognition regardless of their follower count.
The campaign’s success helped secure a second season for Love, Death + Robots shortly after its debut.
Our efforts ensured Love Death + Robots was so successful that Netflix quickly announced its renewal for a second season.
Campaign Results
577
UNIQUE CONTENT PIECES
6.8M
OWNED IMPRESSIONS
112K
INSTAGRAM + TWITTER FOLLOWERS
26K
REDDIT SUBSCRIBERS
990K
OWNED ENGAGEMENTS
10.9M
GIPHY CONTENT VIEWS
Awards
2019 OMMA Awards: Mobile Integration Cross Platform (Winner)
2019 Clio Award (Bronze Winner)
2019 Colorado Ad Club’s The Fifty (Finalist)
2019 Shorty Awards
Integrated Campaign (Finalist)
Organic Promotion (Finalist)
