The Boys S1 Integrated Campaign

The Boys Season 1 is an award-winning marketing campaign that received Clios and Promax Awards for it’s disruption of an oversaturated superhero category. The campaign’s creative strategy focused on the flawed heroes in this fictional universe, while paying homage to the comic book’s the show was derived from, and setting up the David vs. Goliath showdown of the superheroes and the anti-heroes. The first season of the Boys became Amazon Prime Video’s biggest global series at its release. I served as the strategic lead on the global go-to-market campaign, helping the creative vision of the producers come to life in a way that made the series must-see television and a topic of conversation in the cultural zeitgeist.