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
For Atlanta Season 2, the creative challenge was as much about tone as execution. "Robbin' Season" carried a rawer, more cinematic energy than the first season — and the social campaign needed to match that shift without losing the cultural nuance that made the show's fanbase so devoted.
I worked closely with marketing and content teams to translate on-set photography and creative shoot concepts into platform-native assets, building a scalable system across Instagram, Twitter, Facebook, and additional platforms. Every execution was optimized for timing, cadence, and shareability — balancing the show's introspective tone with the demands of a high-volume, always-on social environment.
The outcome
Generated 150M+ cross-platform impressions, driving significant awareness and fan engagement
Featured in The Washington Post
Clio Silver — Overall Integrated Marketing Campaign, 2018
Shorty Awards Finalist — TV Show
