To launch The OA, we created a social campaign as mind-bending as the show itself – dropped with no lead up, no hype, and no indication of what was to come.
For the debut season of Netflix’s original series The OA, we took over Netflix’s Instagram stories to share one of its most terrifying moments. Then, we unlocked a highly-curated, beautifully-designed Instagram feed, one vignette at a time.
Video assets brought some of the show’s chilling moments to life, while audio clips brought the atmospheric drama of the show into the user’s hands. The social campaign included puzzles, messages, easter eggs, and hidden clues about the story — all working in tandem to create an identity and voice that transcended the world of the show.