Yellowjackets

Role: Creative Director

Client: Showtime

Agency: Movement Strategy

There was no fanbase, no cultural momentum, and no roadmap. Just a brand new Showtime series and an opportunity to build something from scratch. As Creative Director, I led the Yellowjackets pitch, won the business, and spearheaded the social creative strategy and vision for the full season, overseeing a team of creatives ideating and executing week after week.

Aimed at fans of dark, psychological dramas, we positioned the creative to flirt with suspense — knowing when to hold back and let fans build the intrigue for us, and when to strike with content designed to instigate. The fans learned to trust we'd feed them what they wanted, and that we always had something up our sleeves.

It worked. Yellowjackets Season 1 became the second most streamed series in Showtime history. Cumulative social mentions doubled over the first four episodes, then doubled again, then kept doubling. By the finale we were generating 32x the buzz of premiere week. We had successfully built a fandom, and appropriately coined them The Hive.