PROJECT - Twenty Somethings Austin /

CLIENT - Netflix /

ROLE - Creative Director

Twenty Somethings Austin was Netflix's first foray into reality series, reminiscent of The Real World on MTV. Our project partnership included two large initiatives for which I oversaw creative direction, along with social content to build hype:

20K GIVEAWAY - Our first initiative was a $20K sweepstakes giveaway, prompting fans to engage and express on social what they would do with $20k in their twenties. The sweepstakes was a success, yielding huge audience engagement, and bringing attention to the series on Netflix.

TWENTIES QUESTIONS - We collaborated with Netflix to ideate around the target demographic that was just beginning to emerge into a post pandemic world. As a way to help budding adults get used to socializing again, we devised an innovative print campaign that targeted social hotspots for twenty-somethings in markets across the United States.

We strategically placed QR codes on coasters, bathroom stall doors, and mirror appliqués, leading users to a question-based icebreaker game integrated into instagram by using the series' profile grid as a Jeopardy-like game board. Under the Reels tab, each category was made up of 3 twenties-themed questions; some of which incorporated a short, self-taped video of the show's housemates asking the tongue-in-cheek questions in specific Reels.

Each question provided a prompt for friends and singles to chat each other up; providing a bit of game to those that had possibly lost it during quarantine.

20K GIVEAWAY

We gave away $20,000 to fans who entered a sweepstakes by telling us their answer to the question "What would you do with $20k?"