Julie And The Phantoms
As Netflix was preparing to premiere Julie and the Phantoms – directed by Hollywood powerhouse Kenny Ortega – they tapped Better Half to lead the creative direction and strategy.
Julie and her ghostly band combine the youthful energy of the social media age with a punk-inspired, vintage edge. We wanted to respect our young audience by playing into their interests and inspiring them with the show’s encouraging messages, emotional depth, and bright aesthetics.
As we planned our campaign, we returned to the importance of fostering a strong community of creative and energetic fans. We wanted to engage with their artistic spirit through direct interaction and exposure to the show’s charismatic stars.
Netflix wanted a unified look and feel that could be employed across all marketing assets, which we kicked off by building a digital-first brand book for external partners.
To pair a vintage feel with modern sheen, we played with texture in ripped paper edges, tape, polaroids, halftones, and plenty of doodles.
As the show gained traction and fandoms formed around favorite cast members, we organized takeovers and IG Lives, while sharing behind-the-scenes footage to give fans a closer look at their new obsession.
Our unpolished approach helped sustain an authentic connection with our audience, pivoting and adapting when necessary. To our surprise, most of the viewers fell into an adult demographic of 18 to 35 years old, giving us an opportunity to curate nostalgic content they would connect with.
By the end of 2020, we had surpassed 830,000 followers on IG, with the numbers continuing to grow in the new year.