School Spirits Campaign | Hannah Ter Vree

Paramount+

SCHOOL
SPIRITS

Launch Campaign
Role: Creative Director

We anchored the campaign in tone-first storytelling, leading with a restrained, curiosity-driven teaser built around the line: “She’s dying to know the truth.” The spot leaned into unanswered questions, establishing a distinct voice that balanced mystery, humor, and emotional stakes.

The full trailer expanded the world while preserving that intrigue—strategically revealing character dynamics and key plot points without sacrificing momentum, each beat designed to pull the audience deeper.

Across the campaign, we maintained a cohesive tonal identity—moody, subversive, and slightly off-kilter—ensuring every asset felt like a continuation of the same experience. Integrated graphics were used to keep viewers immersed in the narrative while elevating the overall visual polish with a premium, design-forward sensibility.

Closer to launch, we leveraged strong early reviews by incorporating critic quotes into broadcast spots, reinforcing credibility while positioning the series as a must-watch.

The campaign successfully positioned School Spirits as a fresh, unexpected entry in the teen drama space, attracting a broad and engaged audience from launch.

The show earned high ratings across Rotten Tomatoes and IMDb, with critics calling it a “welcome surprise” and highlighting its grounded, humanized approach to genre storytelling.

The strength of the campaign helped establish early momentum and audience investment, contributing to the show’s continued success and eventual renewal for a fourth season.

Strategize and execute the A/V launch campaign for a genre-bending Paramount+ series with no existing IP or major star power. The challenge was to efficiently introduce a new world, a large ensemble of characters, and a layered, supernatural mystery—while standing out in a crowded teen drama landscape.

How do you build immediate intrigue and emotional buy-in without over-explaining the premise?