STARZ - American Gods S2
American Gods explores the tension between Tradition and Progress. Progress in culture, technology, and ultimately what we choose to worship.
“Beware the god.”
- Neil Gaiman
As Associate Creative Director at Hi5, I helped lead a social campaign built around this central conflict. We developed a series of social AV and platform-native executions that personified the war between the Old Gods and the New Gods.
Social Trailers
The Old Gods, rooted in nostalgia and legacy, delivered their propaganda as 1940s-style newsreels, warning audiences about the dangers of modern technology. In contrast, the New Gods embraced an aggressive, glitch-heavy, cyberpunk aesthetic, feeding directly into the anxiety and FOMO associated with social media and digital dependence.
Frame Breakers
The campaign featured disruptive, frame-breaking social posts, quote cards, and evolving “social altars” that allowed fans to align themselves with their chosen god. Since gods live and die by worship, each week spotlighted a different deity, with the Facebook header transforming into an altar dedicated to that god. Week by week, a new god would take over the feed, vying for the devotion of fans and reinforcing the core narrative of belief, power, and relevance.
Quote Cards
A small collection of animated quote cards in GIF form.
Social Altars
A small collection of altars.
Miscellaneous Social
American Dogs - partnership with Best Friends Animal Society
Avenge the Fallen - in time for the Avengers
