Objectives

GIRLS became the voice of a generation by relating to the everyday life of its fans. For its final season, HBO partnered with GLOW to sunset the series through a custom visual design that paid homage to the iconic series and its massive cultural impact.

Strategy and Execution

HBO and GLOW's approach was to engage the extremely passionate and loyal fan base with new looks for the storylines from the past.

The overall look and feel for the campaign was deeply tinged with nostalgia, using sunset-hued gradients and glowing transparent text, as though one were quite literally looking at the past through rose-colored glasses.

The social strategy celebrated the nostalgia and evolution of GIRLS through custom, snackable social content that highlighted fan favorite moments throughout the years, emphasizing the wit, humor, and relevance of the show.

Content included:

• six custom hand-drawn maps of New York – one for each season – that highlighted noteworthy GIRLS locations throughout the city

• illustrated .gifs that featured some of the most memorable lines and iconography from past seasons

• character-evolution .gifs that hypnotically showed the changes each of the four main characters went through from 2012-2016

Results

GIRLS delivered an incredible final season with GLOW and HBO matching that with an eye-catching campaign that achieved its goals and resonated emotionally with the show's devoted fans.

Media