The Objective
Take Severance from Cult Hit to Mega Hit
The Strategy
Through immersive world-building and strategic partnerships, we blurred the lines between the fictional world of Lumon and our reality. By embedding Severance into fan-native spaces and extending its eerie corporate world through shareable and mainstream activations, we turned Severance into an inescapable cultural phenomenon.
The Result
By halfway through Season 2, Severance already amassed more viewers than any other Apple TV+ series to date, including the combined three seasons of Ted Lasso, becoming the #1 most-watched series globally on the platform.
Starting off strong
Our campaign began exactly how Lumon would like it. Cryptically.
After a long wait for Season 2, a morse code video on Apple TV+’s social hinted at a reveal, pulling fans into a season of speculation and clue decoding from day one of the campaign.
World-Building Content & Activations
Immersive, in-world content that brought Severance to life through social media posts like a faux Kier travel ad, a balloon generator microsite, and eerie LinkedIn posts from Lumon.
Strategic Collaborations & Extensions
Buzzy collaborations and digital extensions that kept Severance at the heart of cultural conversations, amplifying the campaign through music artists, Apple Books, and exclusive Easter eggs for fans.
Influencer & Editorial Partnerships
Influencer and editorial partners expanded reach and deepened engagement by playing into Severance’s unsettling, but deeply relatable corporate world.
Press Day Social Captures
Fan-centric content with the cast that felt authentic and shareable for our audience.