Mythic Quest
Launch campaign for AppleTV+'s comedy Mythic Quest
Launched the social media campaign for AppleTV+'s Mythic Quest — a comedy from Rob McElhenney. Fake pre-order campaigns, motivational posters, and character-driven content.
Campaign for the first season of AppleTV’s comedy Mythic Quest, starring Rob McElhenney. Build social media accounts from scratch and generate buzz for a brand-new show on a brand-new streaming platform.
Think: The Office meets Silicon Valley. The goal was to become an extension of the show — take the fictional video game company and behave as it would on social media, from the point of view of the studio and its egomaniac CEO, Ian (pronounced eye-an, seriously). Fake pre-order campaigns, motivational posters from the boss, character-driven content that blurred the line between the show and reality.
Account Launch
MythicQuest launched cold — no show clips, just the fictional studio's own voice. A logo reveal, a Twitch watch-party push, and behind-the-scenes peeks at the Raven puppet build got the account to 118K followers before the premiere.
Mythic Quest: The Game (That Never Existed)
The first real campaign push: a pre-order for the in-universe video game itself — countdown timers, hype videos, and mousepad merch for a game that doesn't exist. It blurred the line enough that people asked where to buy it.
VR/AR Instagram Filter
The pre-order’s Ergonomic Ian Mousepad, rebuilt as an Instagram VR/AR filter. A promo spot announced it: now a (virtual) reality.
Character Intros
Fake magazine covers, a newspaper front page and quote cards built around each cast member's personality, one running bit per employee.
Motivational (and Demotivational) Posters
Ian Grimm would have inspirational posters hung around the office, so we made them and posted them straight. Then we made demotivational posters for the rest of the studio.
GIF Pack
A custom GIPHY sticker pack built from the show's inside jokes, plus a running library of reaction GIFs the fandom used right back. Official merch followed, including a spaghetti box labeled “Please Let Me Noodle.” Game Cache put one question to the cast: what's your favorite video game?
COVID & Video Conference
When the world went remote, so did the fictional studio — a full sketch shot entirely in video-call windows, Memoji filters included.
Valentine's Day: Poems with C.W. Longbottom
We teamed up with F. Murray Abraham and Twitter at their NYC headquarters for a live stunt: fans tweeted poem requests, a war room of writers turned them around in real time, and C.W. Longbottom (in character) recited each one on camera. About 20–30 poems, shot and cut live.
Who Said It: Rob or Ian?
A recurring bit built around the real Rob McElhenney and his fictional counterpart Ian Grimm — close enough in voice that even the cast struggled to tell them apart.
Ongoing Campaign
Weekly social content across Instagram and Twitter — story trivia, scene cutdowns and tune-in spots. All written and designed in the voice of the fictional game studio.
Campaign Elements
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