Netflix
Creative Direction for Netflix's "You" Press Launch
Bringing the Netflix Original "You" by letting fans and press experience the dangerous world of Joe Goldberg in Penn Badgley and Shay Mitchell’s press tour
Creative Direction, Installation Design, Marketing Strategy, Events Management, Scriptwriting
Netflix briefed me on an upcoming Netflix Original show called You, due for international release in Q4 2018. For its upcoming release, Netflix wants to bring Penn Badgley and Shay Mitchell to promote the show to APAC shores. The first stop was Manila, and the objective was to drum up hype for the show with a press launch and meet and greet with fans. Penn Badgley, of Gossip Girl fame, and Shay Mitchell, one of the eponymous quintet leads of Pretty Little Liars, are the headliners of the event.
The goal of the campaign is to attract the demographic who have watched shows of a similar genre—Gossip Girl, Pretty little Liars, Riverdale—and are on the lookout for the next binge-worthy series. The launch date of the series is December 2018, just in time for the holiday period, a prime target season for bingewatching.
To introduce the show to potential viewers, I organized the event for pre and post public, I spaced the time for the show’s premiere with a space of a month, before scheduling the press tour for mid-January the following year, to culminate the viewership numbers and allow enough familiarity with the show’s story to build up for the event, as the activation installation piece is based on one of the show’s plot device, Joe Goldberg’s glass cage. In preparation for the event, I developed the consumer journey for the press tour and meet and greet. Down from the selection of the event host, to the stages of the event proper and its script, and finally the creative concept for the activation’s Instagram installation piece, which was inspired by the glass cage seen in the show, where the titular character Joe Goldberg imprisons his victims.
Creative Direction, Installation Design, Marketing Strategy, Events Management, Scriptwriting
Netflix briefed me on an upcoming Netflix Original show called You, due for international release in Q4 2018. For its upcoming release, Netflix wants to bring Penn Badgley and Shay Mitchell to promote the show to APAC shores. The first stop was Manila, and the objective was to drum up hype for the show with a press launch and meet and greet with fans. Penn Badgley, of Gossip Girl fame, and Shay Mitchell, one of the eponymous quintet leads of Pretty Little Liars, are the headliners of the event.
The goal of the campaign is to attract the demographic who have watched shows of a similar genre—Gossip Girl, Pretty little Liars, Riverdale—and are on the lookout for the next binge-worthy series. The launch date of the series is December 2018, just in time for the holiday period, a prime target season for bingewatching.
To introduce the show to potential viewers, I organized the event for pre and post public, I spaced the time for the show’s premiere with a space of a month, before scheduling the press tour for mid-January the following year, to culminate the viewership numbers and allow enough familiarity with the show’s story to build up for the event, as the activation installation piece is based on one of the show’s plot device, Joe Goldberg’s glass cage. In preparation for the event, I developed the consumer journey for the press tour and meet and greet. Down from the selection of the event host, to the stages of the event proper and its script, and finally the creative concept for the activation’s Instagram installation piece, which was inspired by the glass cage seen in the show, where the titular character Joe Goldberg imprisons his victims.
