Netflix’s Chilling Adventures of Sabrina was an entirely new take on both the comic book and the pop humor of the 90’s show that preceded it. Netflix needed a compelling way to introduce this darker and edgier Sabrina to a new, social-savvy young adult audience while retaining the fun of the source material.

We took our cue from online fan behavior for similar titles like Riverdale, Sabrina’s companion series on the CW. Knowing this audience responds to specific character, relationship-based, and “thirst” content, our campaign, from music to design to visual approach, played directly into what they love. We combined custom shoot elements with glimpses of the show for both a date announce and a hero character spot, to make the introduction of this dark, intense Sabrina a wickedly fun event.

Knowing Netflix’s social-first strategy, we planned our shoot assets to be modular, perfect for creating content that leaned into mobile behavior across all the platforms.