THE BOYS
SEASON 3 SOCIAL CAMPAIGN
Building Internet-native social for one of the biggest shows in streaming.
Creative Direction • Campaign Systems • Audience Engagement
1B+ Views • 1.3B+ Impressions • Award-Winning Campaign Work • Multi-Platform Organic Social
HOW DO YOU MAKE MARKETING FEEL LIKE CULTURE?
When Season 3 began, The Boys had a passionate fanbase — but the opportunity was bigger than genre awareness.
The goal was to build a social voice loud, reactive, and culturally fluent enough to turn the show into an ongoing internet conversation.
The strategy focused on platform-native creative designed to feel less like marketing and more like something audiences genuinely wanted to share, quote, react to, and participate in.
(and yes, that is me on VO)
INTERNET-NATIVE CAMPAIGNING
The work prioritized platform behavior over traditional campaign polish — allowing posts to feel reactive, conversational, and culturally embedded rather than overly branded.
IN-WORLD SOCIAL SYSTEMS
Campaign creative extended beyond promotional assets into fully developed in-world voices and recurring social formats that audiences could engage with organically.
ALWAYS-ON VELOCITY
High-performing concepts were designed to scale quickly across moments, characters, and evolving internet conversation.
AWARDS / RECOGNITION
Clio Awards — Silver
Promax — Gold & Silver
Shorty Awards — Multi-Platform Campaign
PRIME VIDEO ALWAYS-ON SOCIAL