APPLE TV+: ‘PHYSICAL SEASON 1’
In 2021, Apple TV+ asked for a social media campaign to promote the show, Physical, starring Rose Byrne. Her character, Sheila Rubin, is plagued by a critical inner monologue and these thoughts take on a character of their own. We came up with a miniseries on Instagram called “Unmute Sheila”. Each clip would tease the upcoming episode, and encourage viewers to literally unmute her thoughts. Additional social content included “Tune-In” clips, a Giphy series for talent to share, and “Sheila Reviews Sheila” posts that showcased quotes of critics’ reviews alongside Sheila’s own inner critiques.
Additional campaign assets included hand-illustrated Twitter hashflags to promote the show on Twitter, and curated giphy collections for talent and fans to share. Physical’s curated gifs are still the highest performing collection for any Apple TV series.
14,581,584 Views
2,968,677 Views
1,742,784 Views
752,725 Views
568,859 Views
357,265 Views
301,568 Views
260,860 Views
APPLE TV+: ‘PHYSICAL SEASON 2’
In 2022, Apple TV wanted another social-first campaign to promote Physical Season 2. In this season, Sheila Rubin begins laying the groundwork for her aerobics empire and starts to challenge the critical inner monologue that plagued her in Season 1. We executed multiple AppleTV+ Instagram franchises including Character Catch-Ups, Character Spotlights, All in the Details, Original Parallels, and multiple original video executions that followed the plot of the show as episodes were released weekly. For Season 2, we also crafted a Spread, or video carousel that showed the various sides of Sheila Rubin.
