Apple TV+ | The Morning Show S2

Social Media Campaign

Role

Creative direction, design, and content strategy

Brief

Develop a multidimensional social campaign that nurtures and expands the Season 1 audience by creating a suite of original social franchises, activations and establishing a new tone as human and complex as the characters.

Strategy & Art Direction

Our strategy was to place fans in the middle of the explosive drama with a tone of voice approach that leveraged the ultimate insiders, the women of the newsroom.

With a new drama, new characters, and a new season, it was time for a full creative refresh: an editorial approach using a reporters lens. I evolved the social look and feel for Season 2 in a direction that was attention grabbing through color, typography, talent focused imagery.

Custom ATV+ Handle Creative

Lead creative ideation along with my copywriter partner, and directed the design for both launch and finale pieces that live on the @AppleTVPlus brand handle.

Pre-Launch: Infiltrate The News

We kicked off our Season 2 tease phase by putting key characters front and center to tease new talent and dramatic moments that happen this season.

Social Stunt: Premiere Q&A

To give fans the chance to hear the latest news and gossip about Season 2, we created an Instagram in-feed Premiere Q&A where fans could ask their questions in the comments of our post to Reese Witherspoon and Jennifer Aniston, and they would answer in real-time from their own personal accounts in the comment section.

This Q&A with Jennifer Aniston and Reese Witherspoon on @themorningshow set the record for the most comments on both Instagram and Twitter, beating the previous high mark by 7x and contributed to a spike in follower growth that surpassed that of premiere week.

In-Season: Break The News Wide Open

We created weekly owned social franchises that put our fans in the center of the explosive drama and sparked conversation across our handles. Week over week, our content exceeded benchmark performance, with engagement on Instagram over the benchmark by 49%.

Talent Shares

Credits:

Creative Directors: Helena Skonieczny & Jamie Ksieski
Senior Art Director: Natalie Guillou
Senior Copywriter: Zoe Greenblatt