For this Fifth Season of the popular series, The Handmaid’s Tale explores June’s life after escape and the struggles that came with it.

Our campaign matched the thematics of the show, drilling in the parallels between June and Serena as characters, and highlighting those within the color palette as well.

Additionally, Hulu was the first Entertainment partner to utilize the TikTok Story selection as a paid advertisement. Focusing on our two female leads, we used the advertisements native choose your own adventure style feature to allow fans to choose between two POVs - June or Serena. The ad generated a higher than average engagement, and has set the bar for entertainment partners going forward. Additionally, the TikTok Story won the 2023 Shorty Award for Paid & Amplification in Bronze.