The HBO Max logo in white, with bold uppercase letters.

Euphoria S3
EMEA Campaign

When HBO Max asked us to come up with easy-to-localise ideas for the Euphoria season 3 launch campaign we’d never ever been happier.

It’d been 5 years since season 2 wrapped, and so our job was to get people across Europe back up to speed with their favourite messy ex-teens. We got to it, producing a steady drumbeat of content from tease to post-launch, including a weekly 'Euphoria Mondays' format.

The assets were shared across TikTok and Instagram and localised across 14 EMEA regional accounts including the UK + Ireland, Italy, Portugal, Hungary, Spain, Sweden, Turkey, Poland, Germany, France, Norway, the Nordics, and the Czech Republic and Slovakia.

Pink circular sign displaying 1.2 million views.
Pink circular badge with black text reading '17 concepts'
Pink graphical badge displaying a 9.5% engagement rate.
Graphical representation with pink and white gradient background displaying '11.5k likes' in large black text

Recapping S1 + S2 and building hype for S3

A collage of scenes from a movie featuring young women in various settings, including a poolside lounging, shopping, and casual indoor moments.
An icon of a heart with '6.2K' likes next to it.
HBO Max logo, social media post in French, mentioning Euphoria series premiere.
Collage of scenes with various characters from 'Euphoria' season 3, including close-ups and a pool scene, with overlaid text 'Euphoria S3 quotes as star signs'.
Screenshot of a social media post from HBO Max's account with text in Portuguese about fictional characters.
A young woman sits with her hands on her head, looking distressed, with sunlight coming through a window behind her. The caption reads: "holding the unbearable knowledge that I have to wait a week for the next Euphoria episode."
HBO Max social media post announcing alarms set for 1:55 am until June, with the hashtag #Euphoria.
A collage of images from the TV show 'You're So Back,' featuring women in different settings, connected by arrows with the text 'it's so over' and 'we're so back' indicating a storyline or emotional progression.
Text from a social media post with HBO Max logo: "I lie awake at night worrying about the ramifications of Rue taking that damn suitcase. #Euphoria"

Our team watch parties became a recurring format

Text from social media post mentioning HBO Max, group chat screenshots, and Euphoria season 3, episode 2.
Young woman with long wavy red hair wearing sunglasses and a pink tank top, standing near a pool on a sunny day. The text on the asset reads "Thoughts we had whilst watching Euphoria Season 3 Episode 2"
Red heart icon with 6.6K likes
A woman with dark hair pulled back, wearing a floral jacket and gray shirt, taking a selfie with a pink phone case that has floral and heart designs, outdoors with a blurred background. Text overlays say: 'i love juana' and 'she really gives the content her all.'
A young woman with dark hair tied up, wearing a beige jersey with pink and purple accents, looking down with a sad expression in a dimly lit room. The text overlay says, 'at least I was free' me when I lie.
A small brown dog with a fluffy coat sitting on a vintage patterned armchair, with captions reading "unfair dismissal," "justice for lieutenant dan," and "that dog is innocent!!!"
A social media comment from user 'alxndromo' saying, 'Lt. Dan out here catching strays' with a laughing emoji.
Text overlay with Instagram handle 'rubidylll' and caption 'WHAT HAPPENED TO THE DOG'

Mid & post-season content

Four images show different characters with text labels indicating changes: top left shows a woman at an event, labeled 'something old'; top right shows a woman using a smartphone, labeled 'something new'; bottom left shows a man in formal wear at a celebration, labeled 'something borrowed'; bottom right shows a woman in a dress at an outdoor event, labeled 'something blue'.
Screenshot of a social media comment from user 'sophowers' saying 'something rue'.
Text overlay with the HBO Max logo and the caption 'A day she'll never forget.' followed by the hashtag #Euphoria.
Text post by user andrewsgrotto asking 'SOMETHING BORROWED EXCUSE ME?' with laughing emojis.
Close-up of a woman's face with makeup, showing her eyes and lips, with small labels reading "Season 3" and "Episode 3"
Pink gradient circle with bold black text displaying "431k total views"
Social media engagement icons showing 15.9K likes, 37 comments, and 511 shares.
Text from social media post reading 'Tenk at nooen faktisk skrev dette.'
A wedding seating chart for Cassie and Nate's wedding with six guests, their photos, and floral arrangements. The title asks, 'It's Cassie and Nate's wedding, where are you sitting?' with four seating options numbered 1 to 4.
Screenshot of a social media post in Spanish about La 3 and Juana.
A scene from a movie or TV show with a woman with curly hair in the foreground and a woman with blonde hair in the background, inside a room with a bulletin board, a landline phone, and shelves, with an open window showing greenery outside.
Pink background with black text displaying '742k total views'.

What we did:

Consumer Insights (Fan Files®) ✅ Creative ✅ Production ✅ Copywriting ✅ Localisation ✅