Apple TV+ | FYC: Shrinking S2

Creative Director

For our capstone project, ELVTR's Creative Director course asked us to create an integrated campaign (for a client of our choice) featuring social, OOH, and an activation. I created a comprehensive brief and accompanying pitch for the campaign.

What if therapy was fun? Would we post about it on our socials, gush to our friends, and invite others to join us on the ride?

How does a comedy-drama dealing with serious themes of grief, illness, death, and infidelity use its comedic core to engage with its audience?

What's wrong with people on the internet?
Cast members chat with licensed therapists to highlight and dig deeper into some *amusing* user reviews straight from Shrinking’s IMDB page.

What motivates folks hiding behind their keyboards? Does Harrison Ford give a damn?

Paid social ad of highlights drives to longer YouTube content. Precision targeting to include audiences who engage with other therapy accounts and entertainment.

What do real therapists think of the show?
Are they jealous of Jimmy's honesty? Horrified at the ethical breaches? Spoiler: both. The OOH matches a quote from a licensed therapist's reaction with the season's key art to stoke morbid curiosity and drive general awareness for the FYC campaign.

Bring your friends to therapy? An evening full of experiential fun starts in the waiting room, meanders through the Hedge Maze of Emotions, stops at a food truck, bar, and activity stations to tumble away stress and pose with adoptable rescue dogs.

A spirited Q+A with cast and creators caps off your "session."