In season two of The Umbrella Academy, our super siblings traveled back in time to the 1960s…and brought our campaign with them. Our goal was to solidify and strengthen the fandom we created in Season 1 by feeding them content for their faves, taking on a fresh look, and making every single fan feel like a Certified Brelly.
At the onset of our campaign, we knew we had a unique opportunity to completely transform our visual style and tone to mirror what the Hargreeves were living in-world. We set aside our dark and brooding visuals and instead pursued bold colors, vintage visuals and some groovy A/V. Our strategy for the change-over was to slowly tease fans of the transformation (as well as the greater story of season two) by drip feeding bespoke posters over a prolonged pre-launch period. We started small: character art featuring black and white time-warps, and eventually allowed our feed to transform into a curious collection of loud colors, vintage elements and of course, all their favorite characters – forcing fans to dissect every little piece.
With over 379M impressions, 4.4M new followers and countless fan-art recreations of our bespoke content, our 60s look and feel reinvigorated our pages and the fandom for the entirety of the season two campaign.