Shameless
Official social media campaign for the final season of Showtime's longest-running series
Led art direction for the official @SHO_Shameless social media campaign — organic & paid content for the final season of Showtime's longest-running series (11 seasons, 10 years).
A year of daily content for a show ending after a decade — every workstream, from GIPHY stickers to the 10-Day Bender countdown, shared one visual language.
Create an organic & paid social media campaign that captures the unique voice and tone of the show. Nothing flashy, and plenty of fun. Generate excitement and anticipation for the final season before the premiere, and sustain interest between weekly episodes throughout the season.
A send-off for the whole run of this decade-long series. Followers were treated as honorary Gallaghers, and the accounts looked back at favorite moments from the entire series across Twitter, Instagram & Facebook.
Last Call
The final-season look is the key art at the top of this page, the whole family raising a bottle. The last-call countdown carried it, built around the show's South Side watering-hole spirit. Every content franchise in the campaign rolled up to this visual language.
10-Day Bender
For the 10 days leading up to the final season premiere, we released daily countdown content celebrating each season of the show. One season per day — custom graphics, video compilations, interactive puzzles, and fan-favorite clips, all collected under a dedicated Bender highlight on the accounts.
Each day introduced a new Instagram Stories mechanic: a Season 1 quote quiz, Scam or Stan, a drink-along, trivia, a six-pack of favorite moments, a meme-ify challenge, and a Never Have I Ever list, alongside playable graphics like the word search. By Day 10, followers had relived the entire series and were primed for the premiere.
Each day’s content was built to be shared — fans tagged friends, quoted their favorite moments, and argued season rankings in the replies.
Fam Meeting & Remember This Shit?!
Two Story franchises kept the character conversation going between episodes. Fam Meeting put Q&A prompts about the Gallaghers to fans and reposted their answers beside the character. Remember This Shit?! recapped each character's most memorable moments, one slide at a time.
Display & Video Ads
Paid social and display for the final season — a 970×250 animated billboard, a paid Stories vertical, and a square placement, holding the campaign's look at every size.
The Official Accounts, 2.6M Followers
Daily content for the official Shameless accounts — 2.1M followers on Instagram, another 500K+ on Twitter — every post in the show's irreverent voice. Story-highlight franchises kept a decade of material organized: Season 11, Fam Meetings, Hall of Shame, Wallpapers, the Bender countdown, and #Gallavich.
A year of always-on publishing: episode tune-ins and reaction content every week, trailer cutdowns re-versioned per platform, throwback threads reaching back through ten seasons, and fan replies in Gallagher voice. The header said it plainly — thank you, Shameless fans, for the last 10 years.
For the series finale, the accounts pointed everyone to GallagherHouse.com — “we brought the house down… literally.”
Talent Shoots
Cast shoots for the final season: footage and stills cut into loops, stickers, and Stories content, plus the cast's own thank-you messages to fans, captioned for sound-off viewing.
The GIPHY Sticker Wall
Over two dozen custom animated stickers — the cast cut out and looped, plus graphic stickers in the show's hand-made style: WWFGD, Let's Ride, and the Alibi Room sign. Fans pulled them straight into Instagram Stories and iMessage.
Reactions, catchphrases, and character moments — each sticker cut, cleaned, and looped from show footage or drawn in the campaign’s graffiti hand. The set covered the whole family.
Served through GIPHY’s integration with Instagram, Facebook, and iMessage — fans could find and share Shameless stickers without ever visiting the show’s accounts. Organic reach through utility, still in circulation today.
Reaction GIFs
Cut fresh from the current episode every week — reaction GIFs built for replies, retweets, and group chats.
Zoom Backgrounds
Custom video-call backgrounds pulled straight from the Gallagher house — the porch, the trash pile, the couch — released for fans working (or partying) from home.
Instagram Carousels
Multi-slide carousels mixing best-of clips with designed cover art.
Memes and Running Jokes
Content built around fan-favorite pairings and running jokes, designed to travel through quote-tweets and group chats. Several posts asked fans to make something themselves, and the replies came back in kind.
Culture Vultures
Jumping on the latest memes, holidays, and cultural moments — inserting the Gallaghers into whatever the internet was already talking about that day.
Party Packs for the Top Fans
We designed, produced, and distributed Shameless Party Packs to our most dedicated fans, the people who interacted with the accounts the most. Each box held T-shirts, beer koozies, custom-made pins, Shameless beanies, “fuck off” eye masks, beer mugs, and more, and fans posted their unboxings.
Shameless Jeopardy
A Shameless-themed round of Jeopardy with its own categories, such as Historically Shameless, and cast members joining by video. The official Jeopardy account posted the video, and the Shameless account retweeted it.
The Gallagher House Microsite
We made an interactive 3D tour through the legendary Gallagher household, so fans could revisit their favorite memories and moments from the series. The accounts pointed everyone to it for the finale.
Fans moved through a 3D model of the house room by room. Hotspots opened memories from across the series and a profile for each member of the family.
The landing page opened a last-call party: a wall of cast video chats, a party playlist, and a feed of fan posts under #ShamelessLastCall.
Episode Tune-ins
A weekly countdown clip for every episode of the final season — same system, new footage, timed to land right before the show went live.
Campaign Elements
Shameless, in motion
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