The Brief
Netflix’s comic book adaptation – and breakout hit – The Umbrella Academy released its much-anticipated season 3 in 2022.
The show’s key challenges were how to stand out in a summer window dominated by fellow Netflix title Stranger Things, how to introduce a new cast for the rival Sparrow Academy, and how to leverage a highly social fanbase drawn more to character moments and cast interaction than lore or plot details.
The Execution
A set of 30+ videos heavily skewed towards reactive clips formatted for vertical social platforms.
Our lighter mix of prepared assets included an intricately designed quiz, packed with fan-pleasing trivia and mirroring the distinctive look of the show, and a focus on key talking points like our ‘Ending Explained’ video.
But our efforts were focused on celebrating key character moments as they began to trend within the fanbase. Season highlights like Viktor’s coming out scene and Luther’s romance were standout performers, and a clip of the opening scene, showing the Umbrella and Sparrow academies in a Footloose-soundtracked dance-off, scored 13m views alone.
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