13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

The Umbrella Academy: Choose Your Fighter Interactive Filter

Entered in Filter/Lens


As the Hargreeves siblings are all too familiar with in The Umbrella Academy, time travel is very messy...and you're bound to experience some changes. We wanted to give fans an up close and personal look at exactly what unexpected effects time travel may have  – like... new found super powers, perhaps? 

Our goal was simple: give fans an interactive opportunity to engage with the Hargreeve's superpowers and new S2 looks that ultimately builds excitement around the new season. 



We created an interactive filter on instagram that allowed fans to toggle between seven different effects and ultimately prompted them to choose their fighter (or choose their Hargreeves). Each effect option within the filter build allowed fans to try out the specific super powers (and groovy looks) of each Hargreeves sibling. Each look+power combo was specifically designed and then layered into one filter package that ensured a smooth user experience. 

Users were instructed to swipe through to choose a character and then, for a more immersive experience, were given directions to "activate" their specific powers.

We involved talent to demonstrate our filter and pushed it live in the height of launch week for season 2. With hundreds of thousands of eyes on our campaign, fans immediately began taking advantage of the filter and posting to their own stories, only furthering our reach. 



Overall fans were thrilled with the experience our filter provided. In its initial debut, we shared dozens of fan videos back to our stories, constantly driving promotion. Overall, since it's publication the Choose Your Fighter has earned over 1.3M impressions, 2.2 discoveries and 488.5k unique uses. Who knew fake time travel could be so thrilling? 


Produced by

Ralph Interactive, Netflix


Entry Credits

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