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.

Through layered storytelling and interactive discovery, the experience reawakened the show’s signature tension,

making the city itself feel complicit in Joe’s return.

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

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

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Being a fan of the show I wanted to embody the thrill and excitement felt watching the series into the campaign itself. 

Capturing the eery expereince of being stalked and giving fans the opportunity to become the stalker. 

My biggest struggle though was to create the microsite and capture the essence of a stalkers brain in the form of a scattered table. The prototyping of the Microsite was a tedious task taking up most of the time in this project, however I was pleased with the way it turned out.

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