Luis M. Rodriguez
CREATIVE DIRECTOR | ART + COPY
Building a truly inclusive community.
I led creative ideation & concept development for the award-winning social campaign of Orange is the New Black, including a broad range of digital, social and experiential activations.
The premise was simple: OITNB is not a show about women in prison. It is a powerful collection of characters and deep, relatable stories about relationships, heartbreak, friendship and family. By producing content than referenced, amplified and expanded these stories, we built a powerful campaign that made this one of the most successful shows of its era with unprecedented audience engagement year round.
More than just content, I helped develop a comprehensive creative platform designed to make this little known property famous and relevant amongst our audience.
Mashing Up Pop Culture
For the release of OITNB season 3, I pitched the concept of developing our own version of Flappy Bird, taking advantage of the unprecedented rise of mash-ups and clones at the time.
We dropped the game on the eve of the season 3 release, giving anxious fans something to do and something to share. We also asked the cast to play Feisty Chicken and post scores during live global Twitter Q&A’s.
Stop. Don’t Talk to Me… 8.2 million times
We developed multiple activations designed to meet fans where they live while speaking their language.
After Lycia Faith, a popular influencer posted a video singing an OITNB line that inspired thousands of mash-ups and compilations, I pitched Netflix with a video response from the OITNB cast which generated millions of organic and earned impressions and coverage from entertainment and tech outlets.
A Very Orange Christmas
We treated OITNB fans to our own version of the “Twelve Days of Christmas.” Besides proposing the concept, I wrote the script and the song that ultimately was performed by the cast.
