The Queenie novel was marketed as a “Black Bridget Jones,” but bringing it to Hulu meant finding a more nuanced voice for Queenie Jenkins — a 25-year-old Jamaican British woman in South London, straddling two cultures and fitting neatly into neither. Our campaign leaned into that tension, highlighting Queenie’s deeply specific Black British Jamaican perspective while tapping into something universal: the messy, funny, and painful process of figuring out your twenties. We framed the series as a bold coming-of-age story that dismantles the “Strong Black Woman” trope, mixes heartache with humor, and celebrates vulnerability as strength.
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