To support the Disney+ launch of 22 vs. Earth, we needed social work that could quickly introduce 22’s anti-Earth mission, her new recruits, and the short’s comic point of view. We treated her resistance as a mock recruitment campaign, building a running story around a tiny organization determined to keep souls from going to Earth. Now Streaming videos turned that premise into clear viewing prompts, while alternate teases, character posts, a meeting agenda, and a swipe-through recruitment pitch gave audiences different ways into the joke. We also supported a timed Doodle on Demand giveaway. Across the campaign, we used 22’s stubborn perspective to make the launch message feel character-led rather than generic.
We used 22’s refusal to embrace Earth as the immediate hook for launch-day social, giving viewers a quick read on the short’s central joke before asking them to watch. Her recruits helped frame that resistance as a tiny, determined operation, while each clip resolved with a direct Disney+ Now Streaming invitation.
These alternate teases gave us more than one way to introduce the short without leaving 22’s point of view. One positioned her crew as a recruitment drive, while another used the question of life’s meaning as a quick comic setup. Together, they made the premise easy to grasp in short social formats before landing on the Disney+ title treatment.
We used static social to carry the information audiences could take in at a glance or revisit, from the Now Streaming message and recruit names to a timed Doodle on Demand giveaway. The meeting agenda extended 22’s apocalypse scheme beyond a single post, treating her plan as an ongoing joke and giving the campaign a small in-world artifact to build around.
We built the carousel around a sequential reveal, using 22’s recruitment pitch to turn a swipe into setup, punchline, and viewing prompt. Each frame moved audiences closer to the real purpose of her secret organization, stopping souls from going to Earth, before the final card connected that scheme to 22 vs. Earth on Disney+.
