As one of the crown jewels of Netflix’s Originals, Orange is the New Black has a loyal fan following—its own “orange army.” Because of the show’s perfectly provocative plot and compelling characters, once you step into Litchfield you’re locked in. But when Netflix went global, there were many who have never seen or even heard of the series.
To grow Netflix subscribers, we promoted the entire franchise by giving them an irresistible glimpse of life behind bars, while also engaging the show’s super fans for the Season 4 launch. We put the viewer in the shoes of the newest inmate in five first-person point-of-view promo videos with hidden Easter eggs leading to social and digital interactions with the show. Welcome to Litchfield.