Vega Awards Platinum Winner Winner

2025

True Detective: Night Country Social Campaign

Entrant Company

The Refinery

Category

Social Media (Campaign) - Film & Television

Client's Name

HBO Originals Marketing

Country / Region

United States

Our objective was to reignite the conversation around the True Detective IP; mobilizing a stagnant fanbase in an effort to invite new fans into the fold. Partnering with HBO Originals Marketing, we created social assets and executed a community management strategy to build anticipation for a new installment in the beloved franchise. The goal was to drive home that although this is an anthology series, there are similar themes explored in each season. Content highlighted thematic parallels and played into the crime solving nature that True Detective fans love. We continued to build intrigue with off platform engagement by leaving eerie comments on fan posts. Given the last two seasons weren’t well received by fans, we showcased Night Country’s attributes. We leveraged the icy setting, cast chemistry, and indigenous cultural spotlight to establish the new feel for the season.

Credits

Executive Creative Director / The Refinery
Molly Kloss
Associate Creative Director / The Refinery
Cassidy Lashaway
Producer / The Refinery
Peyton Beresini
Junior Producer / The Refinery
Jada Lucas
Director of Digital Design / The Refinery
Seth Ward
Digital Designer / The Refinery
Alex Roebling
Junior Digital Designer
Drew Mechnig
Senior Motion Graphics Designer / The Refinery
Chris Graves
Junior Motion Graphics Designer / The Refinery
Molly Stanton
Copywriter / The Refinery
Tim Kiely
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