🏆 WHITE LOTUS 🏆

Clio Award-Winning Social Campaign

🥈 CLIO SILVER AWARD WINNER🥈

Television & Streaming | Digital, Mobile & Social

Category: Social Media

— CLIENT

HBO

— ROLE

Sr. Art Director

— DATE

2025

Luxury on Instagram. Unhinged on TikTok. Cohesive everywhere.

The White Lotus Season 3 had inherent tension – a world of pristine resorts with darkness simmering just below the surface. The challenge was building a social campaign that captured both sides: premium enough for the show's luxurious setting, while still sharp enough to tap into fan discourse.

I established the visual direction and led a team of two designers and a copywriter across the full campaign. On Instagram, we positioned ourselves as the voice of the resort itself and leaned into the show's sense of luxury — serif typography, smooth motion treatments, and seamless carousels. On TikTok, we took a more native approach, pairing fan-favorite moments with witty copy that fueled the conversation the internet was already having. Different tones, one cohesive world.

The result: a Clio Silver-winning campaign that drove over 100K new TikTok followers and 350K new Instagram followers for the show.

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SOCIAL ASSETS

A selection of standout social assets from both TikTok and Instagram.

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EMPLOYEE SPOTLIGHT

In an in-world content series, we spotlighted fan-favorite staff members from previous seasons as a refresher for fans before the premiere of season 3.

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SEAMLESS CAROUSELS

These seamless carousels spotlighted cast BTS, as well as the Four Seasons event that was thrown in collaboration with The White Lotus.

PRIVILEGED

GUESTS

We shot these seamless “dossier” carousels to highlight each of the “groups” of guests. These dossiers featured their special requests and events they would be attending during their stay.