THE ASK
For Season 2 of Wednesday, Netflix wanted to expand the world of Nevermore far beyond Wednesday Addams herself. They tasked my team with building an integrated campaign that unleashed our strategic platform, “Big Outcast Energy”, across every possible touchpoint.
THE WORK
I led creative across social, digital, and experiential from initial concepting through final execution. The examples below represent just a fraction of what my team and I developed over the course of this year-long campaign.
Custom Capture: Once production began, my team and I were tasked with developing bespoke content to be captured with the cast during filming. I led ideation and scripting for talent ranging from Jenna Ortega to Steve Buscemi, with every piece performed fully in character. Each execution fused platform-native social trends with the dark humor and macabre tone that defines Wednesday.
Social Edits: Beyond custom shoots, I concepted and oversaw a constant stream of edits, countdowns, trend-driven moments, and fan-first social executions designed to keep the fandom engaged throughout the campaign lifecycle.
AR Filter: To immerse fans directly into Wednesday’s world, I created a social-first AR filter for TikTok and Snapchat. The experience prompted users to tilt their heads back to mirror Wednesday’s psychic visions and trigger black tears streaming down their faces. At the cue of Thing’s signature snap, users received a rotating series of morbid premonitions that I wrote, each revealing a different unsettling omen.
Community Management: If you received a reply from a Wednesday social account, there’s a good chance it came from me or my tight-knit team. I helped develop distinct editorial voices for every platform, including the launch of a custom broadcast channel filled with in-world messaging and exclusive content. Community management was executed entirely in character, transforming the accounts into living extensions of the Nevermore universe itself, with Thing overseeing Instagram and TikTok while Wednesday delivered her signature deadpan commentary across X.
Digital Stunts: We aimed to infiltrate every corner of the internet with highly contextual paid media placements that felt native to each platform while remaining unmistakably Wednesday.
Pinterest: I developed multiple Collection Units and Carousel placements showcasing the kinds of items the Addams Family would adore and everyone else would find deeply concerning. Each execution balanced the aesthetic of organic Pinterest content with Wednesday’s signature gothic purple palette.
TaskRabbit: Thing became a verified Tasker through a custom paid placement on TaskRabbit. Users could browse his profile and discover services like “shockingly effective electrical work” or an extra hand while moving, complete with reviews from familiar Addams Family outcasts. Attempting to book him revealed he was, unsurprisingly, fully unavailable due to overwhelming demand.
Nextdoor: Through a series of paid placements, we imagined what it would be like to have the Addams Family as deeply eccentric neighbors. The creative tapped into familiar platform behaviors like selling a lightly used sarcophagus, promoting suspicious neighborhood jobs, and other suburban horrors, all delivered with a classically macabre twist.
A Dreadful Back-to-School Photo Day: To close out the campaign, Netflix challenged my team to create an experiential activation. I concepted and led creative for A Dreadful Back-to-School Photo Day at Mall of America, inviting shoppers to channel their inner Wednesday Addams with Thing by their side. Guests stepped into a delightfully eerie portrait studio to perfect their deadpan expression before receiving digital and printed photos to “share their despair” with the world. Of the estimated 345,000 visitors to Mall of America that weekend, roughly half passed through the Rotunda and experienced the Netflix activation. In just two days, the experience generated more than 4,300 photo captures and achieved a 106% social share rate.
THE RESULTS
Despite the two-year gap between seasons, fans returned in force to engage with the campaign across platforms. The launch of Wednesday Season 2 drove massive audience conversation online and helped the series break multiple viewership records for Netflix.
Role: Creative Director / Writer
Agency: Trailer Park Group
Client: Netflix
Year: 2025