Inviting creators into the world of Lumon for Severance Season 2

Working with Apple TV+ and Collectively, I helped develop the creator campaign for Season 2, concepting social-first ideas, shaping creator narratives, building north-star storyboards and providing creative direction through production. The work extended Lumon beyond the screen and into feeds, creator formats and IRL moments, ultimately reaching millions of fans.

YOUNG EMPERORS

Apple TV+ wanted a hero creator capable of delivering content that matched the high production value of Severance while crafting a story that would excite audiences for Season 2 — blending the show’s distinctive aesthetic with their own.

I pitched the concept of “Leaving for Lumon”—a narrative where creators (ie Young Emperors) join the enigmatic Lumon Industries, teasing fans and building anticipation for the new season.

We brought this to life at the Macrodata Refinement cube pop-up in Grand Central.

WHAT’S POPPIN

I pitched a partnership with Davis of "What's Poppin'?!" for man-on-the-street style content, giving the creator some playful prompts like "Worst forced fun?" and "Weirdest workplace ritual?" Content had great energy…and Ben Stiller too which you know, cool.

Here’s a look at the larger activation from AppleTV+ that influencer work was a part of >