Strike a Pose: HBO’s Legendary

And the category is…legendary! Legends never die. They walk. They serve. They live to slay. Much of pop culture is influenced by ballroom culture — from vernacular, mannerisms, style and everything in between. Ballroom culture has vogued its way into the mainstream.

When HBOMax wanted to sashay into homes to introduce its new ballroom competition TV series, Legendary into the broader landscape of entertainment, ‘Strike A Pose,’ was a social-first campaign that leveraged the Internet and helped to bring down the house for the series debut. 

Collaborating with show talent who came dressed to impress, eight IRL digital covers were created via a custom social and facial recognition filter which imitated a moving magazine cover with accompanying roulette-styled judging scorecards. The filter was also made readily available to the public to use and share across Instagram, becoming an instant hit online.

In three days, ‘Strike a Pose’ garnered over 3.5M+ impressions and overdelivered by 127%, proving that fans from around the world can be effortlessly fabulous, free and confidently fierce. Legendary debuted as the #1 show on HBOMax and renewed for Seasons 2 & 3.

creative director & concept design / Courtney Richardson

talent / Chise, Gravity, Jarrell, Miss Shalae, Packrat, Shy, Destiny West & Jazzul Escada

client / HBOMax