For Season 13 of The Masked Singer, we partner with Fox to build an exciting social campaign around the show’s “Lucky 13” theme, with a bold, casino-inspired twist to amplify the drama, mystery, and fun that define the series, while clearly setting this season apart from those before it.
Our goal was to turn each episode into a social event - driving live viewership, sparking conversation, and keeping fans actively playing along throughout the season. We focused on elevating the show’s biggest moments, from costume reveals to unmaskings, and framing them through a flashy, season-specific lens that felt fresh, playful, and instantly recognizable in-feed.
By giving fans new ways to experience the suspense and spectacle of the show on social, we aimed to deepen engagement with loyal viewers while making the series more inviting and exciting for new audiences. Ultimately, our objective was to make social feel like part of the game - extending the thrill of guessing, reacting, and celebrating beyond the broadcast itself.
We brought this season’s “Lucky 13” theme to life by creating a suite of custom social pieces including Weekly Spoiler Alerts, Character Intros, Countdowns, and Weekly Recaps. Each concept translated the season’s casino and playing-card motifs into motion-driven storytelling, blending episodic performance footage with bold animation.
Key features included 3D roulette wheels that revealed unmaskings, animated playing cards customized to each singer’s personality, stylized slot-machine countdowns that built anticipation for upcoming episodes, and flipbook-style recaps that quickly caught fans up while teasing what’s next. These formats allowed us to maintain visual consistency while refreshing content weekly with new performers and moments.
One of our biggest challenges was speed. Episodes were delivered shortly before air, turning each week into a creative sprint to keep content timely and spoiler safe. To keep up, we built reusable design templates, allowing us to turn around high-production-value assets at the pace of live TV.
What made the campaign stand out was pairing premium motion design with real-time social execution, treating every post like a mini moment from the show - not just a promo. By blending bold visuals with fast publishing, social became a true extension of the Season 13 experience, keeping the energy, suspense, and playfulness of The Masked Singer alive between episodes.
The campaign made each episode feel like a social event, supporting nearly 3 million viewers per episode while keeping fans engaged week after week.
Across the season, we delivered weekly content for every episode and every character including 13 unique weekly recaps, 15 unique Character Intros and Spoiler Alerts, and 3 high-energy countdowns - creating a steady stream of fresh, visually striking posts that amplified anticipation, surprise, and play-along fun. Fast turnarounds ensured content stayed timely and in sync with live broadcast moments, keeping the conversation alive in real time.
By pairing bold, season-specific creative with quick execution, social became a true extension of the show - driving excitement, sustaining engagement, and keeping audiences coming back for every unmasking, jaw-dropping performance, and jackpot moments of the season!
