Russian Doll was Netflix’s new existential comedy about a woman who falls (literally) into a Groundhog Day cycle where no matter how many times she dies, she ends up back in the same place on the same day. And it needed an Instagram account filled with content that embraced the repetition in the series without boring our audience. All in a trippy style that would keep fans mesmerized.
“Nothing is ever going to change” was the inspiration behind our mind-bending, Instagram-launching video series. Each video hit the theme of repetition in two ways. (1) In platform, their thumbnails created a grid of nothing but repeating Nadias. (2) And in feed, each post looped an intense, infinite kaleidoscopic experience that had fans stopping their thumbs and losing their minds.
Our surreal and artful content helped gain over 30K new fans within the first couple days of the Instagram account's launch and generate a huge wave of buzz about what this new series was really all about.