Atlanta
Capturing Atlanta Season 2's introspective, culturally resonant storytelling for an engaged fan audience.
Overview
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.
Creative 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.
RESULTS
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