HOW WE HELPED EUPHORIA THROW ONE LAST RAGER
Launch Asset
EUPHORIA SEASON 3 REWATCH PARTY
It was time to catch up — and ramp up.
After a 5 year hiatus, one of HBO Max’s most iconic series was finally returning.
The glitter. The drama. The… Euphoria.
But after a half-decade of dormancy, reactivating two full seasons of iconic moments wasn’t just a challenge… it was an opportunity.
To help drive tune-in, we helped HBO activate its 18-day, 18-episode “Return” Rewatch Party, developing a custom hero asset featuring Euphoria co-stars Martha Kelly, Chloe Cherry, and Marshawn Lynch.
- THE REWATCH PARTY: Setting out to throw the ultimate rewatch party, soon our star cast fell into a rabbithole of nostalgia as they recalled their favorite moments from previous seasons.
- THE RECREATIONS: We lovingly re-shot Euphoria “echoes” — countless beloved S1 + S2 moments that fans recognized instantly — by evoking quotes, props, camera movements, lighting, and more.
The party was rooted in a few key strategies:
- 1) FIND THE FANS — New and old, we invited them to the party across social
- 2) SUPERSERVE THEIR FANDOM — Tap into love and nostalgia through authentic recreations
- 3) SHOWCASE OUR STARS — Martha Kelly, Chloe Cherry, Marshawn Lynch all play themselves — not their characters
- 4) DRIVE RE-WATCH — Showcasing top highlights drove viewers to “catch up” on old seasons
- 5)ACTIVATE SEASON 3 — Eventize the premiere as a can’t-miss pop-culture moment
Client HBO
Project Euphoria Season 3 | Watch Party
What We Did
- Strategy + Ideation
- Creative Direction
- Shoot
- Post-Production
- Social
THE REWATCH PARTY
Like any Euphoria rager, what started innocently enough soon unraveled.
With Martha and Chloe speedrunning through the franchise in a fever dream of nostalgia, fans found themselves reliving the show’s most
iconic moments in iconic new ways...
The asset never took itself too seriously — with one exception: Authenticity.
Here’s how we brought to life the beloved show’s most iconic scenes, lines of dialogue, memes and moments.
THE PARTY
THE SET-UP: Martha and Chloe didn’t just set-up a party — they had one. To incentivize fans to rewatch the show, we relived two seasons of Euphoria history, curating its most memorable lines, memes, and props
THE STARS: While the asset starred Euphoria’s own Marshawn Lynch, Chloe Cherry, and Martha Kelly, the true stars were our faithful “recreations” of iconic moments from Seasons 1 and 2—dozens of callbacks, references, and rebuilds from show history.
THE SUSTAIN: Once the main Rewatch Party asset launched, the campaign continued with a series of “reaction videos” from Chloe Cherry and Martha Kelly, driving fans to join the rewatch campaign ahead of S3.
THE RECREATIONS
Every callback and reference in our video wasn’t just fan service — it was a celebration of the show’s fandom.
We packed as many moments from Seasons 1 and 2 as we could, reimagining and redelivering them through the lens of our Martha and Chloe’s party:
A SLEEPOVER WORTH SHARING
Fans went frame-by-frame, finding every callback from across the first two seasons of Euphoria.
From iconic meltdowns to viral memes to props and totems, the asset succeed in not only driving fans to go rewatch seasons one and two — but rewatch the rewatch party asset, too:
- The suitcase
- Ash’s pretzel stand
- Laurie’s crocs
- (And her parrot)
- Cassie in the bathtub
- Rue and Lexi’s walk through school
- Jules’ popping gum
- The pill bottles
- Maddy’s clapping
- Cassie’s breakdown
- Is this fucking play about us?
- Dancing under balloon strings
- Fireworks above the carnival
- The NYE party
- Maddy and Cassie’s matching outfits
Big and small, fans found every reference and rebuild.
A Hit of a Party
All together, the Rewatch Party campaign was one to remember, generating chatter online and off — and new incremental viewership at premiere.
- 12 Million views
- 700k engagements
- Top-3 most-watched returning season in HBO Max history
- +68% in global viewership over Season 2
