Facebook Watch – Red Table Talk S4 Launch Campaign

Facebook Watch’s hit show starring Jada Pinkett Smith, Willow Smith, and Adrienne Banfield-Norris is back for a highly-anticipated fourth season. And we teamed back up with Facebook to create a launch campaign that left nothing off the table.
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RED TABLE TALK IS BACK

Facebook Watch’s hit show starring Jada Pinkett Smith, Willow Smith, and Adrienne Banfield-Norris is back for a highly-anticipated fourth season. And we teamed back up with Facebook to create a launch campaign that left nothing off the table.

THE SEASON OF HEALING

Our scripts centered around the core theme of “healing,” which we paired with some of the most powerful topics, moments, and conversations that have happened at the table. The goal was to establish Red Table Talk as a safe space for talk that’s real, and heals.

“I identify as an addict alcoholic.” 

- Demi Moore

“I was sexually abused.” 

- Common

“I had to figure out how to go from victim to survivor.”

- Gabrielle Union

“A huge part of having privilege, is not knowing you have privilege.” 

- Olivia Jade

SHOOTING THE "TABLE" READS

We helped supervise shoot day with our Facebook clients, ensuring the look & tone of the footage was aligned with conceptual direction of the campaign. Footage was captured of each of the three leading ladies reading our trailer scripts, as well as answering a series of questions we developed around the topic of healing.

BALANCING BRAND VS SHOW

We developed two versions of trailers: one that brings the Facebook brand to the forefront (used for paid media), and a more show-forward version that features the design signatures of Red Table Talk.

CUSTOM CONTENT: SNAPCHAT, TIKTOK, AND SPOTIFY

We also shifted the campaign creative to feel native to additional social platforms, including custom Ads and Stories for Snapchat, TikTok content, and an audio ad that ran on Spotify.

NOTHING IS LEFT OFF THE TABLE

Along with trailers and social content, we also developed a full graphics toolkit for Facebook’s internal teams.

MILLIONS ARE READY FOR SEASON 4

The trailer garnered over 1,000,000 views, thousands of reactions, and hundreds of positive comments in the first week it was posted. Let the season of healing begin.

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