HBO: The Last of Us — Kate Fixman

HBO | The Last of Us Season 2

I had been waiting years to have a chance to work on The Last of Us. So when HBO wanted to partner with us for the social strategy and campaign for season 2, I couldn’t wait to get started. Throughout the season, we were tightly aligned with our clients, ensuring that we created content that would resonate with fans and keep them engaged with our accounts.

I acted as the sole creative on the project, working with editors and motion designers closely to ensure consistency across visuals and authentically represent the show.

Pedro Fan Cam

Although Joel’s fate in season 2 is sealed, fans still wanted more of Pedro Pascal. We answered them with a Pedro Fan Cam that had everyone thirsting. The asset did so well that HBO put paid promotion behind it on social, showing potential fans what they’re missing. This concept was a brainchild of mine from the start and I worked to source clips, appropriate VO sound ups, and worked hand in hand with our editor to bring it to life.

Motion Graphic Pieces

Throughout our campaign, we needed a way to distinguish season 2 content from the first season and the original games. To solve this we were inspired the red flare from the trailer and used red light and smoke to create a series of motion graphic pieces that included countdowns and episode title reveals.

Companion Podcast Clips

Neil Druckmann and Craig Mazin are the beloved creators of The Last of Us, and approached the show with much care and craft. We wanted to give fans a peek behind the scenes by identifying clips from the companion podcast where they speak about key scenes from season 2. The audio was animated using our signature smoke with accompanying BTS and show footage, creating a moment for fans to reflect on the week’s episode.

Weekly Reactive Content

Even in the apocalypse we need a little levity. Each week I scrubbed social conversation for news events or fan chatter that we could engage on. Once aligned on concepts, my editor and I quickly got to work producing the asset and delivering it to post within a day of the episode airing.