Initially, we had planned to base the campaign around the actual painting from the set of the show, but production stills unfortunately confirmed that it wouldn’t be suitable for the promotion, we’d have to create our own. We turned to Gericault’s brutal masterpiece The Raft of the Medusa for inspiration, planning to create an epic piece of art showing just how bad things in little old Beacon Hills might become. We convinced the show runner to give us teases for each of the main characters’ arcs, so that the death and destruction they’re facing in the painting actually relates to events yet-to-happen in the show. We also seeded it heavily with Easter eggs from past seasons, as well as a few other teases of things to come. The fandom caught on, and social stunts around close ups and crops of the art were major successes in engagement and hype.