Fans are obsessed with "Younger's" depiction of Liza Miller, a 40-year-old mom living a double life as a 20-something. The show's third season ended with a bombshell of a cliffhanger in which a key character found out Liza's secret, leaving the show's central friendship hanging in the balance, and leaving fans shocked and thirsty for more. Our goal was to seize on that moment, keeping fans engaged by reminding them what they love about the show while driving excitement and urgency to tune in to the season premiere.
A mix of still portraits and moving images tell the story of the show through the lens of social media. Images, culled from behind the scenes footage, episodic photography, promo shoots, the cast's social accounts and the show itself, are candid, casual and current. Combining the aesthetic of multiple platforms – Facebook, Snapchat, Instagram, Text messages, etc. - this spot is made to feel like a peek into the characters' lives while also giving us the texture of New York City and a new perspective on the major beats of the show. It's a visual look back at all that these characters have been through that ends on the intriguing question of what's to come.
Fans loved seeing their favorite characters in a whole new way. The spot reached 425K people across platforms organically, with 250k video views. It helped fuel the excitement and engagement that led to the "Younger" season 4 premiere being the highest rated Younger telecast ever!
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