Atlanta

Social-first campaign for Atlanta Season 2: 150M+ impressions, Washington Post feature, and a Clio Silver win.

The challenge

Donald Glover's Atlanta returned for Season 2, "Robbin' Season," with a darker, more introspective tone. The challenge was to create a social-first campaign that built anticipation, drove engagement, and reflected the show's distinct voice, while cutting through a crowded entertainment and streaming landscape and appealing to both loyal fans and new viewers.

The process

I focused on social media creative, partnering closely with marketing and content teams to translate on-set photography and creative shoot concepts into platform-native assets. The work emphasized capturing Season 2's tone, key storylines, and character moments while maintaining shareability and emotional resonance.

I developed modular templates for scalable use across Instagram, Twitter, Facebook, and additional platforms, collaborating cross-functionally to optimize messaging, timing, and cadence for maximum engagement. Visual and tonal consistency remained a priority across all social executions.

The outcome

  • Generated 150M+ cross-platform impressions, significantly increasing awareness and fan engagement

  • Supported major press coverage, including a feature in The Washington Post

  • Reinforced Atlanta's cultural impact through a digital-first, shareable social campaign

  • The broader integrated campaign earned industry recognition, including:

    • Shorty Awards Finalist – TV Show

    • Silver Clio Award (2018) – Overall Integrated Marketing Campaign

The hardest part wasn't matching Atlanta's tone; it was trusting it, resisting the instinct to make things more polished than the show itself ever was. That restraint is what made the campaign feel like it belonged to the same world as the series, not an ad running next to it.

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