Apple TV+ / Social

Copywriter
I was involved in the launch of a number of Apple TV+ shows, helping them find and build an audience. A fanbase that then needed to be maintained, nurtured, and grown across seasons. I acted as the social voice for many shows, across many platforms, creating content that would inform, entertain, challenge, and engage various audiences. 

SEE takes place in a far distant future where humanity has lost the sense of sight. Into this brutal post apocalyptic world, a pair of twins are born with the ability to see. Drama ensues. 

A lot of work and detail was put into creating this unique cinematic vision of the future, which we then used as the foundation to build our social campaign upon. Our weekly posts were used to help introduce, explore, and understand this new world and its challenges. On top of this world building / educational effort we layered our story and character explorations. 

At its core, Servant is a show about a couple in mourning over the tragic loss of their child, the mental and marital fallout surrounding that loss, and mysterious macabre circumstances that lead to their child to return to them. The social media surrounding the show was meant to help push those mysteries as they unfold, prompting the viewers to both engage with us and each other as things continued to unravel week by week. 

I worked on portions of the Season 1 social campaign, and most of Season 2. Helping to craft the tone of voice, develop the various content series, aided in creating the posting strategy, and made the actual posts, edits, and fan responses. 

When we weren’t exploring and uncovering the various mysteries of the show, we explored the creation of the show. Servant is an M. Night Shyamalan production, so there was plenty to delve into. So we created content for the fans that dove behind the scenes as well as content inspired by the show. 

Defending Jacob is a limited series that explores the lives of the Barbers as they face the unimaginable. On the surface the Barbers seem like a normal happy family, but that happiness is quickly torn apart when their son is accused of murder. 

For the social campaign surrounding the show, we built fan-centric engagements that helped put fans in the Barbers’ shoes. Confronting them with the same tough questions that the Barbers faced. Week-over-week we engaged with our fans through difficult psychological prompts, inviting them to discuss, vote, debate, and actively engage with the unraveling mystery. 

Our all-star cast and crew got involved in the action when we created content specific to them to share on their channels. We also partnered with the true crime podcast My Favorite Murder to give their input on the mystery and interview the cast and director. 

One of the most famous interviewers of all time brought her talents to Apple TV+ with The Oprah Conversation. Leading timely and intimate discussions with todays newsmakers, thought leaders, and other interesting creators and celebrities. 

The social campaign was designed to be earnest and sincere, focusing on the interviewees and their stories. Isolating important and interesting moments from the interviews to get fans invested in the discussions, while prompting them to start their own. 

Not all of Oprahs interviews were light hearted, many dealt with very timely, difficult societal issues. When dealing with those sensitive topics, we wanted to use those moments as both an educational opportunity, and a chance to continue the discussion outside of the show.