In 2019, I helped bring the first season of this mind-blowing collection of shorts to life. This project pushed me creatively like never before. From video editing to graphic and motion design, I was involved in every step.
Art Director/Designer/Editor
2019
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 live-stream supporting and 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 live-stream 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
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 live-stream 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.
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.
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
Our efforts ensured Love Death + Robots was so successful that Netflix quickly announced its renewal for a second season.
Case Study
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)
