Freeform's Cruel Summer Season 2
As part of a multi-faceted team, I co-led creative development of a new business pitch, winning the agency’s first Freeform SOW in Cruel Summer season 2’s social media campaign.
I led creative direction of the season-long social campaign, based on client-provided key art and the nostalgia surrounding the Y2K setting of the show, which drove series anticipation and engagement through defined social strategies, as featured on Adweek and as a Shorty Awards Instagram finalist for a season-end social takeover. I led our team to:
Ran a disruptive social takeover on IG/Threads/X leading up to finale from the POV of a hacker, the final post alone receiving over 2.6k organic engagements. The takeover yielded a 624% increase in reach vs. the previous weeks’ time-period, heading into the finale.
Developed an immersive Snapchat lens
Hosted a UGC play on X to get your own fake ID
Created mailer promo pack along with influencer partnerships on TikTok to bolster anticipation for the series
Inspired strong follower emotions, shown through unsolicited fan theory content
Contributed to a Freeform brand takeover on Tumblr
Tap each image to view the live post.
“Cruelly Hacked” Social Takeover
This disruptive social takeover on IG/Threads/X leading up to finale from the POV of a hacker garnered over 2.6k organic engagements on the final post alone. The takeover yielded a 624% increase in reach vs. the previous weeks’ time-period, heading into the finale. All “hacked” posts were “removed by the brand” at the close of the takeover. See a selection of content below that ran the course of the hack.
