Ted Lasso
Season 1 social campaign — a cast of in-character accounts, a fictional club with its own AV team, and a new week of content for every episode
Led creative direction for the Season 1 social campaign for AppleTV+'s Ted Lasso: six in-universe accounts, custom AV content, fan engagement, and weekly support for each of ten episodes, 900+ assets in all.
Launch the first season of AppleTV+‘s dramedy starring Jason Sudeikis on social. The show was brand new — no built-in audience, no cultural footprint. Everything had to be earned, one episode at a time.
The characters ran their own accounts, as if they were real people online. Ted got a Twitter account. So did Coach Beard. AFC Richmond got a club account with a full media department behind it. Then we built the fans, hecklers and tabloids around them, and let the whole ecosystem talk to itself — and to the audience — every week for ten weeks.
Social Campaign Breakdown
Eight minutes on the whole season — the accounts, the AV team, the weekly rhythm and the fan side, in the order it happened.
Character Account Ecosystem
Six accounts, one fictional world. Three spoke for the show's people and its club; three played the internet around them — the superfan, the heckler and the gossip rag. All six were written, designed and run by us, and they replied to each other in real time.
#TedLasso hashflag -
Ted Lasso@TedLassoOfficial · in characterThe coach's personal account. Relentlessly upbeat, a little lost in London, and the campaign's main voice — Monday motivation, Goal of the Day, biscuits with the boss.
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Coach Beard@TheCoachBeardOfficial · in characterTed's laconic second. Rare, dry, mostly in reply. The account that made World Beard Day and Nate's promotion feel like a real staff room.
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AFC Richmond@AFCRichmondClub account · the AV teamThe Greyhounds' official channel. Match reports, Player of the Week, AFC News packages, starting line-ups and ticket-stub minutiae — produced as if the club had a real media department.
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Ted's MustacheFan account · seededThe first superfan. Thirst-posts, gala photo threads and Wallpaper Wednesday, all from the point of view of the facial hair.
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Wanker Ted LassoFan account · the hecklerRichmond's angriest season-ticket holder, chanting the stadium's favourite word at the new gaffer every week — until the club started winning.
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Dirt on the DogsFan account · the tabloidA red-top gossip account for the club: transfer rumours, Jamie's nights out, the love triangle, and a Financial Football Quarterly cover story.
Every Character, Every Week
Each episode the accounts posted branded stills of their own storyline — one square per character, lock-up and all — so a fan could follow a single character's week or the whole club's.
They talked to each other
The accounts ran like a group chat in public. Episode 106’s séance became a seven-post thread across the club: Roy starts it, Sam, Richard and Nate pile on, Jamie makes it about Jamie, Rebecca shuts it down, Higgins gets the last word. Threads like this ran every week — the Gala photo dump, Talent Trivia, #ThrowDartsThursday, the Love Triangle.
One episode, one week
Ten episodes meant ten of these. Here is Episode 107 — the Liverpool karaoke episode — from Monday's warm-up to Sunday's hand-over, every piece made by the team and posted from the accounts above.
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Monday: set the tone, then tease
Ted opens the week with a Monday Motivation, then the club drops the episode clip — a 16:9 cut for Twitter and YouTube, a 1:1 for Instagram and Facebook, captioned with an AppleTV+ chiclet.
Monday Motivation Episode clip · 16:9 master -
Cut the cast for every feed
Talent interview clips — Hannah Waddingham on the karaoke scene, the pillow-fight, Higgins — edited, captioned and mastered square for the feeds that need square.
Karaoke Pillow fight Higgins -
Episode night: everybody posts
Within minutes of the drop, every character has a still from their own storyline in-feed, in their own voice, and the replies between them start. Six characters, six squares, one night.
Ted 
Rebecca 
Keeley 
Nate 
Roy 
Beard -
Within the hour: the GIFs
Reaction GIFs cut from the episode and live on GIPHY the same night, so fans could answer the accounts with the show's own faces.
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Post-match: the AV team files its report
The fictional club's media department posts the full-time score card, and the world's own props show up in the feed — here, Keeley's Liverpool tourism spot playing on the TV in her office.
Full-time score card Keeley's Liverpool spot, in situ -
Hand the keys to a character
The week ends with a takeover: Nate, freshly promoted to the coaching staff, gets @AFCRichmond for the weekend and walks the ground like he owns it. His takeover carried straight into the next episode's cycle.
Nate arrives 
West London's finest 
Welcome to A.F.C. Richmond
The AFC Richmond AV Team
We acted as AFC Richmond's media department — hype packages, Ted explaining football terms, Player of the Week, AFC News segments, transfer profiles, a birthday card and a season-ending tribute, all produced as if they came out of the Greyhounds' own edit suite. Hover any square to play.
Characters Running the Club Account
Twice in the season a character ran the club account for a weekend. A takeover let a supporting character speak for the club, in their own voice, with content we produced in that character's style.
Just promoted from kit man to coach, Nate takes over @AFCRichmond and rounds up the squad for a locker-room speech — a five-part video series where he tells each player exactly what he thinks of them. Isaac, Sam, Colin and Dani get roasted. Roy gets the truth.
Keeley signs on, runs the account like a brand manager who is also everybody’s mate: a Rebecca collage, a unicorn book for the lads, Isaac and Sam’s photo shoot, a Memoji Roy who refuses to say anything nice, and a sign-off selfie.
Artifacts From Richmond
The things a real club, its press and its fans would produce — designed so they could sit in a feed without a logo telling you they were marketing. Score cards, transfer cards, a cursed fixture, a barbecue bracket, a hair ranking, a cover story.
Wallpaper Wednesday
A weekly giveaway: key art re-cropped to phone screens and posted by Ted, with an emoji-crowned version of his own. The fan accounts then remixed it — Ted’s Mustache and Wanker Ted Lasso each shipped their own.
The Fan Side of the Ecosystem
The seeded fan accounts gave the campaign a second voice — a thirsty one, an angry one, a nosy one. They stole stills from the gala, cut their own scene lifts, chanted at the manager, remixed Ted's Teachings into short memes, and gave real fans a way in that didn't feel like talking to a brand.
The World Beard Day tweet
What it looked like live: Ted wishing Beard a happy World Beard Day, tagging the club’s AV team for the video they “made” — three accounts, one joke, all of them ours. The replies underneath were real fans, and the accounts answered them in character.
GIPHY & Reaction Content
A GIF pack for every episode plus the trailer launch set — the reusable vocabulary fans used to talk back to the accounts.
Always-On Sustain & Awards Season
After the finale the accounts kept their voices: supercuts of Ted's optimism and the Rebecca–Keeley friendship, 'Which Ted are you today?', holiday cards from the Higgins family and the squad, Valentine's e-cards, and a run of nomination graphics as the show went into awards season.
Season 2 Announcement
Season 2 was renewed early. We designed the announcement that broke the news across all platforms.
Campaign Elements
Ted Lasso, in motion
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