When Colleen Ballinger’s character Miranda Sings graduated YouTube and starred in her very first show, Haters Back Off, Netflix came to us to help it shine on social. Miranda had a hugely active pre-existing fanbase and the title had a lot of eyes on it before it even launched, and, working with my creative partner, we devised an uncanny in-world Instagram account that delighted fans and (Colleen too!).

We started things off with a (very chaotic) 111 day countdown in which we photographed, in the office, quite disturbing creations. Take a look below! Fans were quick to get involved with their own creations, and anticipation for each countdown image grew rapidly, with posts averaging around 18k likes during pre-launch. The account now has 346k followers.