Social Launch for the Netflix Original Series: The OA
Netflix / The OA logo

Client: Netflix / The OA

Social Launch for the Netflix Original Series: The OA

We Beyoncé-dropped The OA, Netflix's Original Series about a woman who died more times than she could count.


Creative Direction, Design, Animation, Illustration, Community Engagement, Content Strategy, Platform Hack

The Beyonce Drop

Most TV networks hype a new show with a month or two of your usual pre-launch materials. Not us. For the launch of The OA, Netflix’s mind-bending science fiction show, we Beyonce-dropped a campaign as mind-bending as the story itself — with no lead up, no hype, and no indication of what was to come. Just a few mysterious questions for Netflix’s 2.5 million Twitter followers, three days before the entire first season premiered.

Building the Hype

Then, to crank up the volume, we took the wheel of Netflix’s Instagram Stories and shared some of the most gripping moments in The OA.

Unlocking the Grid

And when fans couldn’t handle the mystery anymore, we unlocked an Instagram grid complete with puzzles, messages, and hidden clues about the story. 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 results were staggering.

After just one month of organic growth, The OA’s social feeds were nearly as talked about as the show itself.
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  • 1.9B


  • 2.2B