Concepts, Copy, & Creative Direction
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Netflix • Earned / Social

Most shows launch with a bunch of noise.
For this Netflix Original, we went stealth.


Just a few mysterious questions… for Netflix’s 2.5 million Twitter followers:


Once the fans were hooked,
we let them have it.


To crank up the volume, we took the wheel of Netflix’s Instagram Stories and dropped some of the most gripping moments in The OA. 


And when fans couldn’t handle the mystery anymore, we unlocked the craziest Instagram grid you’ve ever seen, riddled with hidden puzzles, messages, and clues for an added second-screen dimension to a show about inter-dimensional travel.

Click the grid to see it live >>





The social conversation was deafening:


We cultivated a rabid fanbase.


To keep the momentum going, we engaged our growing fanbase by chiming in on their conversations when they least expected it.

Swipe through for some of my favorite fan interactions.


And the recognition came tumbling in, with:

  • Hundreds of thousands of Facebook mentions

  • 100k followers on Instagram

  • A whopping 1.2 BILLION impressions on Twitter

  • Dozens of media mentions

MY ROLE: ACD/writer


CD: Katherine Auguston
Designer: Cody Duma
Jr copywriter: Monica Sagowitz
Jr art director: Helen Torney
Strategy: Caroline Tseng, Sean Aaron
Community Management: Lauren Gary
Production: Talia Nutting
Client: Steven Avalos