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Luck on Apple TV+
Social Campaign

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 Apple TV+ franchises in surprising and playful ways: gamified content and hidden lucky surprises. Tonally, our content 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, and introduced the star-studded cast behind the characters. Here's a snapshot:

Experience the full post here
Experience the full post here


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. 

Experience the full post here

International Cat Day

To tap into the cultural holiday, we tapped into one of the film's main characters, Bob: a mischievous black cat that accompanies Sam on her journey through the Land of Luck.


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.

Experience the full post here

TikTok Challenge

We partnered with TikTok creators to kick-off a toast drop challenge that falls right out of the movie. Using the Lucky Star sound from the film and a clip of Sam dropping jellied toast from above her head, we challenged people to get their own toast to land jelly side up from great heights.

Deliverables: IG Story & mailer to TikTok creators.

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Screenshot 2023-10-11 at 2.39.25 PM.png


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:

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