Overcompensating S1 Integrated Marketing Campaign

campaign rollout

The campaign launched with a social-first teaser trailer that gave you a glimpse into the stacked cameos and cast of the series, established the risqué tone of the series, and launched a dedicated Overcompensating Instagram account. We then launched the key art and a BTS key art asset the week of our Coachella activation, where a curated list of creators and talent were invited to screen the first episode of the series and experience an in-world Yates University experience. We followed the activation with the official trailer, which was supported through paid media placements on social (Instagram and TikTok) and digital (Spotify, Uber, and YouTube). And the momentum only continued when we launched our college campus screenings, a dinner and screening for cast and creators hosted by Meta, and an international creator and press junket in London post-launch.

charm, chaos, college

I led the marketing campaign for Overcompensating, one of the first series on Prime Video’s 2025 slate to be renewed for a second season. Leveraging the star power of comedian Benito Skinner, pop icon Charli xcx, and A24’s pedigree to drive word-of-moth and social buzz around this boundary-pushing college comedy, my campaign strategy was to hook viewers with the show’s contemporary humor in its first beat before. Once the tone was established, the campaign pivoted to highlight its heartfelt and universal message about self-discovery.