The storytelling system behind
Shot On iPhone’s first microdrama
CLIENT: APPLE + TBWA\Media Arts Lab LATAM
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY
The storytelling system behind Shot On iPhone’s first microdrama
CLIENT: APPLE + TBWA\Media Arts Lab LATAM
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY
The storytelling system behind Shot On iPhone’s first microdrama
CLIENT: APPLE + TBWA\Media Arts Lab LATAM
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY
Problem
How do you launch a microdrama people
have no reason to care about yet?
Problem
How do you launch a microdrama people have no reason to care about yet?
Problem
How do you launch a microdrama
people have no reason to care about yet?
INSIGHT
INSIGHT
INSIGHT
A show should have many entry points
A show should have many entry points
A show should have many entry points
For audiences who scroll fast, the story can’t start and end with the trailer. Give them more to react to, remix, and discover. And more reasons to tune in.
For audiences who scroll fast, the story can’t start and end with the trailer. Give them more to react to, remix, and discover. And more reasons to tune in.
For audiences who scroll fast, the story can’t start and end with the trailer. Give them more to react to, remix, and discover. And more reasons to tune in.
STRATEGY
Build a world
worth following
Extend Nido de Villanas beyond the episodes, creating a living layer of characters, storylines, and cultural moments that keep audiences discovering the world throughout the release.
Gess
@gess8
STRATEGY
Build a world
worth following
Extend Nido de Villanas beyond the episodes, creating a living layer of characters, storylines, and cultural moments that keep audiences discovering the world throughout the release.
Gess
@gess8
STRATEGY
Build a world worth following
Extend Nido de Villanas beyond the episodes, creating a living layer of characters, storylines, and cultural moments that keep audiences discovering the world throughout the release.
Gess
@gess8
CAMPAIGN PLATFORM
Join the Nest
Every villainess needs an accomplice.
The Plot
The Twist
The Payoff
CAMPAIGN PLATFORM
Join the Nest
Every villainess needs an accomplice.
The Plot
Turn episode moments into reasons to keep watching. Motivators: FOMO + Curiosity
The Twist
Reinterpret the story through creators’ worlds and points of view. Motivators: Creativity + Innovation
The Payoff
Make the drop a shared moment. Motivators: Belonging + Status
CAMPAIGN PLATFORM
Join the Nest
Every villainess needs an accomplice.
The Plot
Turn episode moments into reasons to keep watching. Motivators: FOMO + Curiosity
The Twist
Reinterpret the story through creators’ worlds and points of view. Motivators: Creativity + Innovation
The Payoff
Make the drop a shared moment. Motivators: Belonging + Status
The
Plot
The
Plot
The
Plot
The
Twist
The
Twist
The
Twist
The
Payoff
The
Payoff
The
Payoff
The Payoff: Premiere Coverage
The Payoff: Premiere Coverage
The Payoff: Premiere Coverage
RESULTS
The story traveled
13 creator assets across humor, GRWMs, and BTS.
•••
3M
VIEWS
•••
74K
CREATOR
ENGAGEMENTS
•••
1.78x
HERO TRAILER
ENGAGEMENT
Press: ELLE, eMarketer, and 9to5Mac
RESULTS
The story traveled
13 creator assets across humor, GRWMs, and BTS.
•••
3M
VIEWS
•••
74K
CREATOR
ENGAGEMENTS
•••
1.78x
HERO TRAILER
ENGAGEMENT
Press: ELLE, eMarketer, and 9to5Mac
RESULTS
The story traveled
13 creator assets across humor, GRWMs, and BTS.
•••
3M
VIEWS
•••
74K
CREATOR
ENGAGEMENTS
•••
1.78x
HERO TRAILER
ENGAGEMENT
Press: ELLE, eMarketer, and 9to5Mac