foundation
foundation
foundation
foundation
foundation
foundation
The Ask
Bring Foundation’s most dedicated fans back, win over viewers who had drifted away, and reach a broader audience, all while positioning the show as the prestige sci-fi epic it is.
The Campaign
Our north star was “The Future Is Uncertain.” We opened with The Mule as an unstoppable force, then shifted to the Robot Wars and the Second Foundation to keep fans guessing. With creators, Reddit, X stunts, and an ArtStation showcase, we doubled the subreddit’s membership and left fans calling it the show’s best season yet.
THE MULE’S CONQUEST
Known for his mind control powers, the Mule took over Apple TV’s Instagram through a series of disruptive AVs that made it feel like he was hijacking the account in real time. From glitching videos to corrupted posts, each piece of content built toward the ultimate reveal: the Mule had taken control.
@FOUNDATION ON X
Fun fact about Apple projects: almost everything lives on the brand channel. Foundation’s fans were loud enough to earn their own X account, and I helped run it, staying fully in-world, as if the posts came from Foundation itself. Highlights: a header takeover with cryptic warnings before the premiere, and a “help us stop the Mule” trailer stunt.
ArtStation Magazine · July 2025As featured in ArtStation Magazine
ART STATION COLLAB
To highlight the artistry behind Foundation Season 3, we partnered with ArtStation to showcase VFX artist Rory Chene and his contributions to the series’ expansive world building. The feature offered a behind-the-scenes look at the creative detail and visual craftsmanship that bring the show’s universe to life, while celebrating the artists behind it.
The article reached over 4M impressions within days, with additional amplification across ArtStation’s newsletter and social channels.
Read hereART STATION ARTICLESCREENCRUSH PARTNERSHIP
A creative partnership built to welcome new fans and feed existing ones: a weekly series with ScreenCrush, developed hand in hand to shape the content and vision and to fact-check the deep lore.
MOVIELUTS PARTNERSHIP
Film lovers who might never watch a sci-fi epic still stop for great cinematography. A series with MovieLUTs on composition, eyeline, and color brought Foundation to that audience across Instagram and Facebook.
mind meld
How do you show off cast chemistry on a show about the fate of the galaxy? You make them play a game. “Mind Meld.” The AV was centered on pairing up the cast and putting them through questions I wrote around Season 3’s themes.