Euphoria | Seasons 1 & 2
We were on a mission to make Euphoria the can’t-miss show of the summer in 2019. Following the final season of Game of Thrones, the Euphoria social campaign launched the series into the cultural zeitgeist and viewership increased episode to episode — even in a pre-HBO Max world.
My main role on Season 1 was to define the social tone and aesthetic, content suite, and platform strategy to reach a new era of HBO fans. Essentially, I was the in-house content creator before we had the term (thanks to TikTok). I ideated, pitched, produced, and delivered video, Instagram, YouTube, and web content as a part of our always-on social approach.
Euphoria: Unfiltered
In collaboration with HBO’s Creative Services team, I developed a YouTube first interview series to introduce the emerging cast to a new audience.
We merged the eye-catching Euphoria aesthetic with HBO’s premium inside the episode promos to create socially-optimized videos that look stunning on an iPhone and the big screen.
I wrote interview questions and was on set to assist talent and take notes for post-production. This epic four-day shoot generated 12 pieces of long-form content and millions of views across Euphoria and HBO brand channels.
On Set Content Capture
I led weekly meetings with transmedia producers who were on set capturing content on our behalf. I also visited set to capture BTS and interview content with the cast.
This was the first time HBO used a 360 GoPro for a talent-led set tour. With over 4.9 million views on YouTube alone, this is the highest-performing BTS video of Season 1. (If you look closely you can catch me in the background.)
Before studios sent content creators to capture content on set, HBO hired incredible transmedia producers to visit the set weekly and bank content with the cast. I produced this fan edit/crack video to wrap Season 1.
Enter Euphoria
Director Sam Levinson and cinematographer Marcell Rév evolved the look of the series to reflect the change and growth of the characters. Instead of working with a palette of colors, they focused on using an array of natural light and film to create a new, grittier look to the series.
So we followed suit. The series moved away from focusing on a single character’s backstory at the top of each episode so we pivoted our episodic content to reflect that. Each video focused on two or three big episode beats and allowed for the cast to speak to all of their character’s big moments.
YouTube Content
YouTube was the social hub for long-form Euphoria video content. I led the production of video content and publishing for the Euphoria YouTube channel and social promotion of these long form videos. Euphoria was the first HBO series to create FYC videos for the creative categories (see makeup and costumes below).