We set out to create a destination dedicated to Apple Originals on Instagram. Our intention was to be as entertaining as the Apple TV+ service and deliver on the craft, originality, and creativity Apple is known for.

A carousel-based Apple Original digital zine, full of exclusives, perspectives, and behind-the-scenes content straight from set. Each issue, defined with its own cover and theme, was created in collaboration with artists and designers, creating a look and feel worthy of an Apple Original.

Social is the destination for show discovery and research informed us that TV fans crave more information about their favorite shows. They want the storylines to live on, unique insight into the productions, and a glimpse of behind the scenes with talent. If we gave fans that, we’d generate word of mouth which in turn drives viewership.

Looking at the category most competitors social efforts lacked talk value. The content was superficial and disposable, with an erratic focus from one title to the next.

We launched a curated, singular Instagram presence delivering the depth and insights TV and film fans crave through exclusive zine-like carousels. Each post felt as elevated and creative as an Apple Original, while the content within gave deep editorial looks to everyone swiping through. The work is innovative in its seamless swipe-through experience, while maintaining a high level of craft themed around unique elements from each Apple Original.

Our launch brought new fans in: In less than four months, without paid media support, we increased followers by 107%, with a growth rate outpacing the category by at least 4:1.

Our content resonated with our audience: We delivered a highly engaged community with a response rate 3.5x higher than our closest competitor.

Showrunners were overwhelmingly positive, stating that our work, “blows any other show promotion I’ve ever seen completely out of the water.”