Mrs. Fletcher
Social media campaign for HBO's Mrs. Fletcher starring Kathryn Hahn
Led art direction for HBO's Mrs. Fletcher social campaign — a 'tabbed browser' design theme with clip-based video content, GIFs, and playful motion graphics.
Create a video clip-based social media campaign to promote HBO’s Mrs. Fletcher starring Kathryn Hahn. Keep the mood upbeat, spicy & tantalizing. The show explores a woman rediscovering herself through the internet — the campaign needs to reflect that digital awakening.
Since the show’s story primarily shows Mrs. Fletcher on her laptop, they designed the campaign to have a “tabbed browser” look & feel. Clear graphical theme without getting too complex. Every piece of content was framed within browser windows, search bars, and tab interfaces — a cohesive visual system that tied directly to the show’s narrative.
Browser Design System
A tabbed browser interface as the foundation for every social asset — clip cutdowns, character cards, and promotional content all framed within a consistent browser window UI.
Clip-Based Content
Over 104 video assets created from show footage — clip cutdowns, character moments, and scene highlights all wrapped in the browser design system with custom motion graphics overlays.
Character Introductions
Custom character story videos for each cast member — all framed within the browser design system.
GIFs & Reactions
Custom animated GIFs and reaction moments, designed for fans to share across social platforms.
Pinterest Campaign
The browser theme extended natively into Pinterest — promoted pins framed as in-feed content, plus a finale pin wrapping the season.
Paid & Display Media
Paid placements carried the same browser-tab visual system — a static HBO display unit and a native Instagram Story ad.
Episode Tune-ins
Weekly tune-in graphics and animations promoting new episodes — all framed within the browser interface with animated tab transitions and search bar interactions.
Campaign Elements
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