BoJack Horseman

The digital-first strategy for Netflix's BoJack Horseman was simple: make this fictitious TV star feel like a real celebrity on social media. For the show’s second and third seasons, my team and I focused on a more narrative approach, one that thrilled the show’s fans and earned a bronze Clio Key Art Award for Social Media and two Webby Awards. The case study below gives a closer look — and is narrated by yours truly.

Role: Creative Director