Work · NOW · 2025
Şakir Paşa Ailesi
A social media campaign for a television series, for NOW.
The question
How does a television channel announce a new series without it looking like advertising?
The idea
A social campaign telling the world of the series in Aposto's cultural voice: the period, the family, the characters. Shared as culture rather than advertising, and passed on by readers.
Where it ran
Reel and carousel series on Instagram, accompanying content in the Duende newsletter.
Result
The campaign told the world of the series as cultural content; readers passed it on among themselves.
Newsletter examples
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