​To celebrate Stephen King enthusiasts and conspiracy theorists alike, the 11.22.63 team launched an engaging Instagram campaign mirroring protagonist Jake Epping's quest to uncover hidden truths. The campaign featured a 12-part illustrated poster, each segment embedded with subtle nods to other Stephen King works, inviting fans to discover these concealed references.

To deepen engagement, hidden codes were integrated within the images, which fans could reveal using a specific Instagram filter. Uncovering these codes unlocked exclusive content and offered rewards such as fine-art edition prints of the poster and complimentary Hulu access for a month. This interactive approach not only enriched the viewing experience but also fostered a deeper connection between the audience and the series.

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Role: Director & Creative Director
Client: Hulu