Betty Season 2

Role: Art Direction, Cultural Strategy
What: Social Campaign, Seeding, Digital Activation, Consulting Where: NYC + LA

HBO’s Betty season 2 finds the crew in new chapters of their respective lives. To launch the second season we utilized the fandom built around the show from premiere. Betty has illuminated the growth & relationships of a group of young, queer femme skaters traversing both friendship and their unique interpersonal growth. Throughout Betty’s two seasons, the storytelling has struck a chord with like minded audiences and formed into a community.

For season 2 we reunited with Sonya Sombreuil of COME TEES. Creating coveted merch to unite the Betty’s across social media.The merch was used as a vehicle for the community to voice their real stories of self discovery, paralleling the themes in the show. We developed a community first approach where comms and promotion for the series engages with, and spread amongst the very artists, skaters and personalities the show resonates with.

The Betty x COME TEES apparel was featured in an i-D interview, modeled by friends of the show, photographed by Matthew Cowen and Ysa Perez. The article featured an array of artists, friends, models, & skaters who are aligned with the Betty ethos and are part of this community. All talent were photographed in their respective cities, in the settings that shape their own story. The images were also shared on their personal Instagram stories and in-feed posts.