The Handmaid’s Tale
Season 4

Social Campaign
Studio: Wild Card Creative Group
Role: Senior Art Director

ATTN MAYDAY: GILEAD HAS GROWN

An interactive, Easter egg-filled map of Gilead ignites Twitter conversation, hyping fans for The Handmaid’s Tale Season 4 premiere.

In a first-of-its-kind auto-response campaign, users replied to the map of Gilead with a set of coordinates and received 1 of 30 custom pieces of creative. Content included character videos that showed individual journeys, worldbuilding Radio Free America audio assets, Gilead definition cards, Season 4 sneak peeks and easter eggs, and talent videos with fun call-outs that directed users back to the map. The map's design and accuracy, which we refined with writers from the show, revealed the growth of Gilead's control, and sparked culturally relevant fan theories about how the states became divided, blurring the lines between art and fiction.

Select Map Content

Additional Social Content