Hulu's original series 11.22.63, adapted from Stephen King's bestselling novel, invited viewers into a world where time travel and historical revision collided. We crafted a social campaign that tapped into the show's central mystery: what if the past could be changed? Designed for King fans and history buffs alike, the creative leaned into speculative storytelling with feed-first visuals and custom art cards that reframed the JFK assassination through an alternate reality lens.
To expand the story beyond the screen, we built an interactive Instagram experience that echoed protagonist Jake Epping's unraveling of secrets. A 12-part illustrated poster slowly revealed itself across the grid, each tile embedded with hidden nods to the larger Stephen King universe. Using a custom AR filter, fans could uncover coded messages within the artwork to unlock exclusive content, win fine-art poster prints, and claim complimentary Hulu access. This mechanic turned casual viewers into engaged sleuths, rewarding deep dives and repeat engagement.
Amplifying the campaign, a hand-picked group of pop culture influencers and Stephen King superfans received early access to the experience. Their participation helped ignite early buzz, prompting widespread speculation and fan theory threads across platforms. By transforming the show's core themes into an immersive digital hunt, the campaign blurred the boundaries between fiction and reality and captured the spirit of 11.22.63 in a way that felt both timely and timeless.
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Role: Designer + Animator + Creative Director
Client: Hulu
