Luck on Apple TV+
The world of Luck is your playground.
From Apple Original Films and Skydance Animation, Luck is a story about Sam Greenfield: the unluckiest person in the world. Suddenly finding herself in the never-before-seen Land of Luck, she must unite with the magical creatures there to turn her luck around.
The ask? Playfully introduce and drive viewership to Apple’s new, premium, Pixar-competing heavyweight.
Our content included fun themes and whimsy from the world of Luck, but gave a wink and a nod to traditional ATV+ franchises in playful and surprising ways.
Gamified content wherever possible
Hid “lucky” surprises within our content
Utilized as much of the custom animation toolkit as possible
Tonally, we mirrored Sam’s unwavering optimism, even in the face of her misfortunes.
We teased Luck with social posts that opened a key to the new, animated world. We introduced the story and the star-studded cast behind the characters. Here's a a small snapshot:
The week the film launched, we dropped more content that drew viewers into the world, including an animated Instagram spread that dove deeper into the themes of the film with quotes and clips from the cast and crew. The creative through line? A lucky clover.
One of the film's main characters is Bob -- a mischievous black cat that accompanies Sam on her journey through the land of Luck. To tap into the cultural holiday, we leveraged our furry friend as a means to destigmatize the conversation around black cats, ending with an element on how to draw the lovable animated character.
We kept audiences engaged by peeling back the curtain to share more about surprising and exciting behind the scenes elements of the film, along with interactive games. Here's a small snippet: