Apple TV+ | Selena Gomez: My Mind & Me

Social Media Campaign

Role

Creative direction, design, and content strategy

Brief

Craft a social marketing campaign for the film that turns the internet into a love letter, promotes her new single tied to the film, and gives fans a new way to engage and share content with Selena. I also had the opportunity to concept and art direct custom content captured on set with Selena that would be used in our social campaign.

Custom Hashflag

Worked with our designer to create a custom hashflag that embodied Selena’s iconic and recognizable look.

Social Stunt: Lyric Scavenger Hunt

Ahead of the trailer to spark fan speculation and excitement, we posted a cryptic lyric hunt on Twitter with Selena kicking it off from her account, followed by @AppleTVPlus, @AppleMusic and select Selenator fan accounts.

Premiere Spread: What Makes Us Human

Leaning into the vulnerability of Selena Gomez: My Mind and Me, our premiere spread visually stripped back the layers of Selena and revealed the intimate parts of herself the overlayed dialogue that were journal entries she read out loud for the film.

Experience the full carousel HERE

In-Season Content

Credits:

Senior Art Director: Natalie Guillou
Senior Copywriter: Zoe Greenblatt