ABC reimagines the procedural drama with "9-1-1." The series explores the high-pressure experiences of first responders — including police officers, firefighters and dispatchers — who are thrust into the most frightening, shocking and heart-stopping situations. These emergency responders must try to balance saving those who are at their most vulnerable with solving the problems in their own lives. The show draws from real-life, high-pressure experiences of first responders who regularly face heart-stopping situations that are often unpredictable, intense and uplifting at the same time.
With "9-1-1" entering its ninth season, ABC looked to create an eye-catching social video that would stop viewers as they scroll through their feeds with something interesting and unexpected, while also giving them a taste of the new disasters and drama that await them with a teaser they'd be excited to share.
For the ninth season of "9-1-1" ABC sends the stakes into orbit, with two of the show's main characters heading into space. To capture viewers' attention and create a shareable social post that would capture fans' attention, ABC created an inventive vertical video that defies expectations.
In the video, ABC pairs different sets of first responder characters from "9-1-1" as they drop key rescue items vertically to help outfit one another in a crisis. What's fun about the video is that the characters manage to pass the items between one another by dropping them over the frames between scenes, creating a fourth-wall-breaking experience that defies viewers' expectations and gives them a reason to stop scrolling and watch.
The video then drops a quick teaser on viewers that gives them a sense of the out-of-this-world intensity of Season Nine. The teaser gives fans a quick reminder of some of the incredible, frightening and destructive disasters the "9-1-1" characters have faced, before giving them a glimpse of the heights to which Season Nine will take the show.
The social video uses the vertical video format to break viewers' expectations as it breaks the conventions of social media, capturing attention to show users a teaser of the high drama that awaits them in the new season of "9-1-1."
Season 9 of "9-1-1" was a hit with viewers and critics alike, finding its way into the Top 5 shows available on both Hulu and Disney+. The season also garnered a coveted 100% on Rotten Tomatoes. On Instagram, the post garnered 125,000 likes and more than 1,500 comments.
