HBO 'I May Destroy You' Digital Campaign

originally concepted as an irl experience, the covid-19 pandemic forced the activation to shift to virtual. we were then faced with the question:“how do we bring together the masses in a compelling and authentic way through a virtual experience?” the answer lay in curating a virtual companion series that met our audience where they were to garner buzz for a never-before-seen series. using social to promote + host these conversations, we then took to creating a structured arena with expert-guided conversations to create a safe space to unpack key topics of the show. we wanted to amplify the voices of thought-leaders and experts in the spaces that coel’s character arabella and her friends are forced to confront as they gather the pieces of their own lives post-trauma: wellness, dating + relationships, drug-use, finding their courage as creatives, reclaiming their bodies, showing up for themselves and therapy. what resulted was the creation of an incredibly powerful host committee made up of 17 influencers who facilitated these thematic conversations and guided us as we collectively gathered the pieces - not only of the events that occurred - but also the pieces of ourselves we have yet to discover.