A young woman turns to an old, but not necessarily close, friend in a time of need in the HBO Max original film, Unpregnant, starring Haley Lu Richardson and Barbie Ferreira.

To get the word out about the film across social media, HBO Max turned to Los Angeles-based creative studio, Mocean, which just launched its new strategy-driven social media offering, O2.

Mocean produced the official trailer for the film, below, as well as the above social trailer, along with radio and streaming spots.

“From our first conversations about the campaign, the HBO Max team gave us permission to push the idea of how a trailer exists on social media to new places,” said Allan Gungormez, Mocean SVP, strategy, and head of O2. “The smartest entertainment brands are embracing the change that 2020 has thrust upon us, and the approach HBO Max took is a great example of just that.“

“Simply churning out a trailer and a promo that get promoted across social channels is not enough. Every decision [Mocean Executive Creative Director Mike DiBenedetto] and the team made for this campaign focused on taking what we know about how people behave on social and applying that to get the content to break through the noise of an inundated, mobile-first (yet screen-fatigued) world, and we’re extremely proud of the way the content is performing in its first few days in market.”

Unpregnant premieres on HBO Max on Sept. 10.

​[Images courtesy of HBO Max]


Client: HBO Max

Creative Director, HBO: Melora Soodalter

Associate Creative Director, HBO: Chris Grasso

Vice President, HBO Max: Kristin Moss

Director of Creative, HBO Max: Erin Denniston

Agency: Mocean

Allan Gungormez: SVP, Strategy

Executive Creative Director: Mike DiBenedetto

Producer: Taylor Taynton

Creative Coordinator: Michael Knopf

Editor: Sara Korajczyk

Copywriter: Erica Bercovich

Designer/Animator: Adam Fram

Tags: hbo max hot spots mocean unpregnant

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