WE WERE LIARS
WE WERE LIARS
WE WERE LIARS
WE WERE LIARS
WE WERE LIARS
WE WERE LIARS
THE ASK
Launch new social handles and build a community around Season 1 of We Were Liars, with the goal of making it the next big summer obsession. The catch: it was a book first, and BookTok is one of the hardest communities to win over.
THE CAMPAIGN:
The Sinclairs look perfect, but their wealth and privilege rest on secrets and silence. The mission was to have fans join Cadence as she peels back that polished exterior and finds the courage to face the truth.
The campaign celebrated the book’s most iconic moments for the readers who made it a BookTok obsession, fed fan theories with easter eggs and cast teases through the binge, and spotlighted the friendships, romance, and betrayals at the story’s core.
WELCOME TO BEECHWOOD’S BOOKCLUB
Book fans wanted a book club, so we gave them one. Beechwood Book Club lived on Instagram Stories and Threads, with weekly discussion questions drawn from both the book and the episodes.
I read and annotated the whole book first, because with a fandom this devoted, you have to know it as well as they do.
BESPOKE AV approach
The AVs moved with the story. Glitchy teasers built from behind-the-scenes footage set the tone before the premiere, in-season edits dug into the characters’ relationships and the mystery, and after the shocking finale, we unpacked it all with fans. (Trust me, it really is that shocking.)
BTS CONTENT CAPTURE
Some of the best content happens between takes. From a game of “Two Truths and a Lie” (very on brand) to fit checks, set tours, and chats with the author, these behind-the-scenes moments gave fans a real peek into the world.
BONDS THAT SHAPE
AND SHATTER
The kind of relationships that shape you, test you, and break you. These bespoke edits pair show footage with voiceover to dive into the love, betrayals, and unspoken rules of the Sinclair family.
A MYSTERY MADE TO UNRAVEL
A content series that leaned into the mystery with fans, always with a social-first lens. My favorite way to approach it is to lean into trends where it fits, so the clues and theories live in formats people already resonate with.
STATIC GRAPHICS APPROACH
Our statics were built to be memeable, shareable, and a way in for anyone who wanted to talk about the show. I lived in the comments, watching which moments fans kept coming back to, and at one point my entire TikTok feed was fan reactions to the twists. That social listening shaped everything, so the posts tapped into what people were already talking about and gave them something to share.
