Challenge

Hulu had already built a massive fanbase for their #1, Emmy-nominated comedy Only Murders In The Building. Now, the challenge was staying at the top. They needed to keep the momentum going for the launch of Season 2 - to spark mystery and intrigue, draw in existing fans, and connect with new ones. And to do that, they needed to try something different and find a way to break through.

APPROACH

Based on the growing trend of Ambient Rooms on YouTube in combination with the show's overall themes, we brought fans into the rooms of the Arconia. Littering the rooms with clues so the audience could play detective, we turned some of the internet's most uneventful content into some of Hulu's most successful, engagement-driving ads.

We produced 3x 60-minute Ambient Rooms for Mabel, Oliver, and Charles. Each video worked as an individual sensory experience with separate clues for Season 2 dropped in; each one featuring the show's custom score, original VO clips from the talent, and real SFX from the series. One video was released per week along with paid media support and social cutdowns - and the rooms were even added to the "Extra" content on the Hulu App.