How do you make inclusion part of the creative process instead of just the message?
An inclusive campaign built alongside the community it represented, proving accessibility and creativity can strengthen one another.
For Prime Videoโs As We See It, we built an organic social campaign that could introduce the series while giving audiences multiple ways into its characters, perspective, and everyday moments. Animated key art established recognition, while character-led posts, quote cards, and tap-through stories turned the showโs voice and situations into repeatable feed experiences. We also created original extensions beyond show footage, including soothing GIFs inspired by calming or stimming-related moments and a character-named recipe. Marketing and press content added context around authenticity and the people behind the work. Across selected pieces, we prioritized clear captions, deliberate pacing, and accessible communication, informed by collaboration with autistic and neurodivergent creatives.
We used tap-through stories to place viewers inside character- and episode-related situations instead of asking them to passively receive a promotional message. Each sequence unfolded through successive taps and possible responses, creating a choice-led way to encounter the showโs perspectives and stakes. The Harrison and Violetโs Birthday executions established a repeatable structure that could keep the series active in Stories between more direct promotional posts.
We used this collection for countdown content, a repeatable social format suited to giving audiences recurring reminders as a campaign moment approached.
We adapted the series key art into motion so audiences could quickly recognize As We See It in an organic social environment. As a foundational campaign asset, it kept the title, central trio, positioning line, and Prime Video association together in a format that could anchor more episodic, interactive, and character-led posts.
We turned marketing-shoot and interview material into social content that gave audiences context beyond plot and character clips. The “Being Authentic” edit paired scene footage with interview excerpts to connect the series to conversations about authenticity and talent. Clear captions, simple name straps, and a steady pace supported an accessible viewing experience, with choices informed by collaboration with autistic and neurodivergent creatives.
We used static quote cards as a concise, repeatable way to keep the seriesโ voice present in the feed. As the still counterpart to video quote cards, the format could make individual lines and character perspectives easy to absorb and share without requiring audiences to watch a longer clip.
We shaped memorable dialogue and character moments into short video posts centered on a single line. This gave audiences a quick way into the showโs humor, relationships, and emotional perspective, while creating a repeatable stream of scene-led content between larger campaign beats. Cards including “True Love” and “Throw Up” showed how a quote could become a self-contained social entry point for As We See It.
We used character cards to give an ensemble series more approachable, individual entry points. By focusing attention on one character at a time, the format could help audiences distinguish the people at the center of As We See It before encountering them in broader key art, clips, or interactive stories.
We used character mood boards as a personality-building social format, extending character introductions beyond straightforward plot summary. The collection created space to explore a characterโs point of view through associated themes and cues, helping make that perspective more memorable in the feed.
We created original animated GIFs inspired by soothing or stimming-related moments in the series, rather than repurposing show footage. By isolating ideas such as a Roombaโs repetitive cleaning loop and rebuilding them from scratch, we made simple, loopable moments that could be calming to watch and easy to share. The work extended a recognizable part of the seriesโ lived experience beyond conventional promotional content.
We made the Violetini recipe as a playful, character-named activity that let audiences engage with As We See It beyond a plot clip. Its short, step-by-step structure gave viewers a self-contained social experience they could follow in-feed, while keeping the series and Prime Video present throughout. The design and pacing choices were shaped directly with autistic and neurodivergent creatives on the campaign team.
