Netflix knew that its latest series, Blood & Water, deserved to be launched with a bang – but a ‘normal’, star-studded physical premiere was out of the question during a global pandemic.
We were tasked with creating hype around the upcoming show without breaking any COVID rules.
Insights and Execution
We knew the pandemic had increased digital content consumption and dwell time, and we decided to tap into this. Our idea was to virtually shine a spotlight on the new drama series – creating Netflix’s official Blood & Water YouTube premiere – a first-of-its-kind.
Our biggest challenge was not being able to film the cast for the premiere, so we sent phones and lighting to the talent so they could pre-record their own introductions. Direction was provided over Zoom – of course.
In the build-up to the premiere, we paired the cast with top influencers to host Instagram Lives. We made it look effortless, but behind the scenes, these were carefully planned with pre-production meetings to make sure everything worked together.
The premiere launched on Netflix’s YouTube channel – where fans got to hear from the cast and see the first episode for free.
To continue the momentum after the premiere, we created a 90-minute after-school special including performances from leading acts as well as live Q&A sessions with the cast.