Amazon Prime Video: The Boys Season 4
AGENCY // Movement Strategy
ROLE // Senior Art Director
YEAR // Spring 2025
Life Mirrors Art Mirrors Life
As senior art director at Movement Strategy, I had the honor (and absolute blast) of crafting visual stories for Amazon Prime Video's The Boys social media accounts. My team and I turned the chaos of superheroes gone rogue into a digital phenomenon on Instagram, X, and TikTok.
ACCOUNT TEAM // Elyse Runkle, Aimee Keenan, Kelly Rhone
STRATEGY TEAM // Ryan Joseph, Margie Guy, Anna Norfield
CREATIVE TEAM // Roland Parker, Rajiv Smith-Mahabir, Richie LaRuffa, Danica Carrigg, Austin Steele
The Mission:
Make scroll-stopping, thumb-pausing content that felt as unpredictable and audacious as the show itself. This was about creating bold, high-impact visuals, clever copy, and motion graphics that pulled fans deeper into The Boys’ twisted universe.
Unexpected Challenges:
Challenge 1: The season’s script began to mirror events in real life, including high profile trials and election primaries.
Solve: Our community management team operated in two twelve hour shifts to address any fan concerns in an appropriate manner, leaning either more or less satirical.
Challenge 2: The was the first season of The Boys to have full Tier One social support, meaning our team needed to version 12x deliverables for each piece of original creative for international markets.
Solve: Scalable, responsive graphic systems were developed in After Effects to quickly version out assets for international markets. Our turnaround time for a full asset package dropped from a day on a previous Tier One show to three hours with these new processes in place.
Immediate Impact:
Metrics That Matter: We racked up tens of millions of impressions and millions of meaningful interactions across platforms within the initial 24 hours of each post. Fans didn’t just like—they shared, commented, and made the content their own.
Industry Shoutouts: Our campaigns became a benchmark for innovative social media marketing in entertainment, celebrated for their originality and seamless brand alignment.
SEO-Friendly Impact: Leveraging content optimized for algorithmic discovery, we made sure The Boys was always front and center for trending audiences.
The Results:
Platform Domination: Our TikTok and Instagram posts drove millions of views, likes, and comments, with fans clamoring for more.
Cultural Convos: We didn’t just participate in the conversation—we started it. The Boys trended on X and TikTok, with social content sparking everything from memes to full-on fandom theories.
Elevated Design Standards: Every post was a crafted piece of digital art, combining graphic design, video editing, and animation to keep the feed as polished as it was provocative.