THE SCHOOL FOR GOOD AND EVIL - NETFLIX 

Netflix wanted The School for Good and Evil to be the next big YA fantasy, but in a world full of magical franchises, it couldn’t feel like “just another fairytale.” So we leaned into the popular book’s built‑in drama — Good vs. Evil — and built the whole campaign around the idea that there’s “Two Sides to Every Story.” We kicked things off by secretly DMing superfans and BookTokers, building an Instagram Close Friends list of 1,000+ who got BTS drops, first looks, and even messages from the author. Then we went big with a back‑to‑school push, a Good vs. Evil takeover week, and “choose your side” content that came with influencer events, book signings, and red‑carpet moments that resulted in 75k+ followers, 70% engagement in Close Friends, and a #1 Netflix debut in 84 countries.