Brief: Hulu sought to drive awareness for its new series, The Handmaid’s Tale, in an authentic and sensitive way during a time when the post-election climate was highly volatile around women’s rights.

Solution: We tapped iconic designers Paula Scher and Abbott Miller to create a provocative public art installation on the High Line. As the public took free copies of Margaret Atwood’s novel from the imposing display, the wall revealed the book’s hidden messages of resistance and empowerment. The vivid 40-foot structure included lighting which represented the Handmaid’s iconic bonnets.

We also teamed up with The Wing, an exclusive women’s-only social club, for their first-ever brand partnership complete with a pre-premiere screening, panels, and patch-making stations with themed messages from the resistance.

Results: 6k+ books given away, 200MM+ earned media impressions, and a massively successful tune-in of the show.