For Love Story, I led the creative team at BOND in partnership with FX/Hulu to craft a nostalgia-fueled social campaign reintroducing the complex, heartbreaking journey of John F. Kennedy Jr. and Carolyn Bessette, a private love that became a national obsession.
Our team's strategic content brought fans into the intimate world of the couple and the cultural era they inhabited — a New York City defined by '90s minimalism, where Carolyn was a style pioneer. That energy translated off-screen: as audiences took to TikTok recreating her iconic looks, tracking down her signature sunglasses, and riffing on her aesthetic in their own way.
Our social art direction leaned into an authentic analog aesthetic, pairing a '90s-inspired visual language with on-set footage shot on Hi8 camcorders and 35mm photography. The analog texture felt native to the series and gave our content a timeless intimacy that resonated with fans beyond the show.
Red carpet and junket capture with Sarah Pidgeon and Paul Anthony Kelly highlighted the iconic fashion and compared 90's Love vs Today's Love, extending the relatable lens behind the series to fans across social that were captivated with the talent and characters they portrayed.
From their engagement to the wedding episode, we invited fans to join the conversation on social and eventize the experience with candid true-to-life content that celebrated the private occasion using series footage and on-set capture.
Love Story became FX's most-watched limited series ever on Hulu and Disney+, fueled by word-of-mouth momentum that drove Episode 5 viewership up 51% from the premiere. Our social campaign built genuine emotional investment by positioning the series as a cultural event, pulling fans into '90s nostalgia and cementing JFK Jr. and Carolyn Bessette as icons the world couldn't stop talking about.
LOVE STORY SOCIAL CAMPAIGN TEAM
Brad Burris, VP, Creative Director, Social
Alexandra Kugler, Sr Account Manager
Brian Deininger, Producer
Ty Baron, Creative Design Lead / Art Director
Betsy Roberts, Director, Social Engagement
Hannah Koch, Social Media Manager
Jess Mcnamara, Social Media Manager
Jessica Trinh, Sr Designer
Andrew Albritton, Designer
Megan Baer, Social Editor
Steven Fong, Social Editor
Ethan Rittner, Social Editor
Jessica Brooks, Associate Director of Strategy
Pete Soldinger, Head of Creative Strategy
