SEVERANCE, APPLE TV+ | NORMALIZE SEVERANCE
Due to the strike and production delays, cult fans of Severance season one had to wait a full three years before the release of season two. Even SZA was mad.
So when Apple asked us to build a social strategy that would both appease loyal viewers and draw in many more, we knew we could capitalize on the frustration.
Our aim was to harness the jaded mindset with in-world, sinister, and always cryptic content - released as if it were from Lumon itself. If fans were impatient for more Kier, we’d toy with their expectations at every turn and confuse them further. The mission: fuel theories and make Severance a normal thing to obsess over.
We hope your outie enjoys all assets equally.
Press: Tech Crunch, Indie Wire, Billboard, Discussing Film
Before any official announcement, we dropped this video without explanation.
Fans got the message. In morse code. They could expect something big “tomorrow.”
Once in the office, they could get refining with a Lumon-approved score remix by ODESZA.
Across Lumon’s entirely fake LinkedIn account, we rolled out loads of content, including this corporate empowerment series, Lumon Management Program (LUMP).
Feel free to commiserate with Sunday Scaries as the hours tick by.
On your way home, enjoy the somber chill that is Kier.
Isn’t it beautiful in the dead of winter?
Agency: Ralph
Role: ACD / 360 lead
Team: Chelsea Gagliano, Liv Price, Jess Cristofaro, Caroline Morrow
CD: Rohit Thawani
Production: Juju Ling, Joey Schaefer