Video
The teaser
A first-look sizzle spotlighting the upcoming YA slate, from Off Campus to The Love Hypothesis.
All strategy work
Prime Video
Integrated
Prime Video
Obsession Is In Session
I partnered with creative agency Giant Spoon to build a fandom-fueled 360 campaign for Prime Video's young adult slate, spanning video, OOH, an IRL event, social, and more.
Client
Prime Video
Agency
Giant Spoon
My role
Strategy Director
The spot · Obsession Is In Session
Watching is just the beginning
The challenge
Prime Video set out to become the leading destination for young adult audiences, with a big, growing slate of YA originals. It needed one strategic platform that could unite all of those titles and speak to the fans who love them.
The insight
For today's YA fans, watching is just the beginning. The real devotion happens after the credits roll, in fan edits, shipping debates, watch parties, group chats, and endless online speculation. Fandom isn't something fans consume. It's something they do together.
The idea
Obsession Is In Session: a campaign that celebrates the rituals, relationships, and emotional investment of modern fandom, positioning Prime Video as a home for fandom, not just entertainment.
The campaign
IRL event
Obsessed Fest
An all-day immersive fan event with a main stage, a book club lounge, content creation studios, screenings, and merch drops that turned online fandom into a live celebration, livestreamed on TikTok.
Social
Prime Book Club
A social-first program built to activate BookTok and amplify the authors, talent, and creators behind the stories.
OOH
Legally obsessed.
Billboards for Elle, the Legally Blonde prequel series, put the campaign’s obsession wordplay front and center for one of the slate’s most anticipated titles.
The fans went feral
The teaser lit up the comments, and fans started making content of their own. A few favorites, straight from TikTok:
kris anna
PRIME IS ON FIRE THIS YEAR
Reply
mel
Netflix who?
Reply
Z.A.B.R.I.A.N.N
Oh Prime did not come to play!!! I'm so ready!!
Reply
Kamesha
They're surpassing Netflix big time
Reply
kear bear
UGHH BOOK LOVERS GETTING FEEDDD
Reply
Juliana
Prime is feeeeeedingggg
Reply
KayleighSlaine22
PRIME IS COOKING
Reply
Afton
Netflix could never
Reply
karissadeguzman
This summer is going to be epic
Reply
Emily
I can't freaking wait for it all.
Reply
suri
Canceling netflix for this fr
Reply
Bookshelf_Sin
Prime is PRIMINGGGG
Reply
Fan-girling, in real time
Fans didn't just watch the teaser. They filmed themselves reacting to it, which is exactly the kind of participation the campaign was built to spark.
1.5K
fans on-site at Obsessed Fest
850K
peak live viewers on TikTok
20.2M
TikTok posts and views
12
YA titles spotlighted