Paradise was built on secrets, and so was its launch. As Creative Director at BOND, I worked with our team in partnership with Hulu to develop a social campaign that mirrored the show's world of conspiracies and hidden truths. The strategy balanced revelation and restraint, teasing the show's stakes, action, and characters while carefully guarding its biggest surprises.
Every touchpoint was intentional. A private Instagram swore select fans to secrecy, while in-world and on-set talent capture teased the mystery without breaking it. From a surprise episode drop on social from Sterling K. Brown to a Fooji activation delivering cheese fries to lucky fans across the country, each stunt deepened speculation and kept theories swirling about what lay ahead.
Throughout the campaign, audiences stayed engaged and guessing without the season ever giving itself away. The mind-blowing reveals remained tightly under wraps, landing exactly when they needed to, fueling fan conversation week after week all the way through the finale.
PARADISE SOCIAL CAMPAIGN TEAM
Brad Burris, VP, Creative Director, Social
Chad Swanson, Creative Design lead, Sr Designer
David Rosenzweig, Sr. Copywriter
Ari Norvelle, Account Manager
Sofia Solerio, Associate Producer
Jess Trinh, Sr Designer
Iris Sun, Designer
Nolan Ford, Social AV Editor
Alyssa Hill, Strategist
Pete Soldinger, Head of Creative Strategy
Darnell Brisco, Head of Growth
