Coming off a big season one debut, Amazon Prime Video was looking to create early buzz for season two of their most fucked up show — The Boys. Beginning 6 months out from the premiere of the next season, we led a nimble campaign that had to pivot based on the many challenges of 2020 including not being able to do a marketing shoot. Instead we aimed to use authentic, fan-first social content to generate of wave of excitement for the return of the show.

As Group Creative Director at Movement Strategy, I led the pitch, spearheaded the creative strategy and vision, and oversaw a team of talented creatives and producers to execute the campaign. Without the use of paid media, we employed a heavy dose of reactive content, non-promotional and channel-specific social content, and the voice of a rude, supe-hating Billy Butcher persona to create a groundswell of fan excitement. We created a massively engaged fanbase across social channels that led to a hugely successful season for Amazon including a season three anouncement and a brand-new spin-off series.