As a celebration of Stephen King fans and conspiracy theorists of all stripes, 11.22.63 launched an Instagram campaign that encouraged fans to discover the mysteries hidden within the narrative, just like Jake Epping himself. The campaign released an exclusive illustrated poster on Instagram in twelve pieces, with hidden nods to other Stephen King titles hidden within each frame. To encourage fan participation, exclusive content was unlocked on a daily basis by finding codes hidden within the images by using a specific Instagram filter. Fans who found the codes were sent fine-art edition prints of the poster as well as a "yellow card" giving them free access to Hulu for the month.
Role: Director & Creative Director
Client: Hulu