To launch the final season of The Handmaid’s Tale, we were tasked with one clear goal: cut through the noise. To answer the call, we designed a multi-city, multi-team campaign built to make a statement.

First we hit NYC and LA with 40 handmaids, creating viral moments coast-to-coast. We had handmaids walking en-masse through both city centers, taking over the most popular city landmarks as an eerie harbinger of the final season to come.

The daytime stunts culminated in a larger-than-life premiere at the TCL Chinese Theatre where we draped the façade in red and built a towering 14-foot bonnet for the entrance, creating an unforgettable visual moment for press and fans alike.

We ended the night with an epic afterparty at the Hollywood Roosevelt inspired by themes of Gilead. Under moody red lighting, guests rotated through a stained-glass photo moment, and then explored a powerful reimagination of the handmaid’s cloak on display — a custom piece designed by acclaimed designer Christian Siriano. Everyone danced the night away in the ballroom, with our army of handmaids towering above the crowd and dutifully watching over the festivities.