The Boys: Politics As Usual

Client: Amazon Prime Video

Role: Associate Creative Director

Agency: Movement Strategy

When your team is asked to promote Season 4 of The Boys — a notably hyper-violent, politically charged superhero satire — during a real-world election year (one many of us would love to forget), you know you’ve got something interesting.

Plus, an unexpected liberation from the news!

The massive fanbase of The Boys doesn't play around. To get serious about the production’s news, plot speculations, and developing character arcs, we needed to playfully (but powerfully) convey authority.

This involved growing the story of the franchise beyond the established written canon.

We expanded in-world lore from the heart of social conversation itself.

@theboystv

From the perspective of our flagship handle @theboystv, we refined a charmingly nihilistic voice and tone evoking the antihero and protagonist of the series, Billy Butcher.

Here, we shared the clouded good-versus-evil narrative of show, along with premium content designed to relate to our audience's desire for BTS and plot-driven hype. This also provided a venue to promote spinoff series, such as Gen V.

@voughtintl

Conversely, the series’ evil empire corporation, Vought International, got its own handle to tell another side of the story.

Modeled after certain partisan media and tropes, the @voughtintl account became a hyperreal propaganda machine hellbent on defending Homelander, The Deep, and its other cast of “superheroes.”

Back to launching a season during an election year.

This strategic foundation allowed our reactive content to blur the lines between fiction and reality, mirroring current events in a manner no other property could in a way that was 100% genuine to the show’s tone and plot.

This allowed our creative team to push in a direction no other property could pull off.

This strategic foundation allowed our reactive content to blur the lines between fiction and reality, mirroring current events in a manner no other property could in a way that was 100% genuine to the show’s tone and plot.

This allowed our creative team to push in a direction no other property could pull off.

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