Apple TV+ | FYC: Shrinking S2

Creative Director

ELVTR's Creative Director course capstone project. Tasked us in creating an integrated campaign (for client of our choice) featuring social, OOH, and an activation. I pitched an integrated 2025 FYC Campaign for for S2 of Apple TV+'s comedy-drama series Shrinking and created a detailed Creative Brief.

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?
Harrison Ford (and other Shrinking cast members) chat with real therapists to highlight and dig deeper into some *amusing* user reviews from straight from Shrinking’s IMDB page.

The hilarious result examines what motivates folks hiding behind a keyboard and whether or not Harrison Ford gives a damn. Social audiences will laugh along, repost, and extend the campaign beyond its paid reach.

Paid social ad of highlights will 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.

What if therapy was fun and you wanted to bring your friends along? This night is full of experiential fun beginning with your intake form in the lobby (schedule), a wander through Jimmy's Hedge Maze of Emotions, and a stop by Sean's Cajun Cruiser food truck dishing up Cajun fare. Hit up the bar for Attach-mint Juleps, the Comfort Zone, and a CBT with CBD.

Don't forget to pose with adoptable shelter dogs at Liz's photobooth and use the night's hashtag to post photos and raise match funds for the Annenberg Petspace. And then relax at the BetterHelp Rockhound Lounge where you can de-stress and tumble some gemstones.

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