For the fifth season of Netflix’s YOU, I crafted a psychological thriller brought to life. This campaign blurred fiction and reality

by transforming Manhattan into Joe Goldberg’s haunting playground, where fans become active participants in his twisted narrative.

Designed to build intrigue in the weeks leading to the premiere, the campaign didn’t just promote the season

it weaponised New York’s energy to pull fans deeper into the obsession.

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This is an ADBR 252 'Art Direction: Visual Brand Storytelling' class project done at SCAD

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Tools - Instagram, Adobe Photoshop, After effects, Figma.