THE ASK
Based on the novel by Liane Moriarty, Apples Never Fall follows the Delaney family as they reel from the sudden disappearance of matriarch Joy. Peacock tasked my team with developing an integrated campaign that elevated family tension and buried secrets into a bold, buzzy mystery event.
THE WORK
I led the integrated campaign across multiple platforms, tapping into both psychological thriller fans and addictive family drama audiences. We positioned the show as a layered mystery about Joy’s disappearance while gradually revealing the fractured dynamics inside the Delaney family. Across every touchpoint, the work leaned into secrecy, suspicion, and emotional tension to establish the series as a premium Peacock original.
OOH: We delivered numerous bespoke assets, including weather-activated bus shelter posters that reflected both the Florida setting and shifting emotional tone of the story. I also had the idea to feature anonymously submitted “family secrets” to Times Square, turning real confessions into a large-scale cultural moment. This concept ended up being in partnership with Cosmopolitan.
Social: I created a number social creative assets focused on the characters, family drama, and the mystery of what happened to Joy from pre-launch all the way through each phase as the countdown began for the show to premiere. Alison Brie even recorded one of my ideas where I had where the cast reads fan-submitted secrets. Admittedly, the ASMR addition was not mine.
THE RESULTS
The series was a success and brought major accolades to the streaming service. Not only did it debut at #5 Most Streamed show in Neilson rankings for March, but it outperformed previous Peacock titles like Ted & Traitors. The show now holds the title of 2nd highest reaching Peacock Original series, and the 3rd most-watched Peacock Original series.
Role: Creative Director
Agency: Trailer Park Group
Client: Peacock
Year: 2024