OBEY YOUR OVERLORD

Client
Director Sam Esmail
Project
Various social media campaigns
Audience
EsmailCorp followers on Twitter and Instagram
Contribution
Copywriting, concepting, art direction
Team
USA, Amazon, contract photographer / designer
Sam Esmail of Mr. Robot and Homecoming needed a copywriter to direct his Esmail Corp brand's social media and build anticipation for his current shows and upcoming projects. The Unseen Hand Guides Us All, the tagline for his brand, hints at the sinister, covert presence of an omniscient force — a malevolent "overlord" pulling the strings in the background.

With concepts like "We Were There," I created a social direction that drew fans into a themed conversation, increasing user engagement by 27% in the first 60 days. I wrote, pitched, and delivered three posts per week on themes that pervade the Esmail Corp multiverse, such as corporate and political manipulation, brainwashing, identity crises, and mental illness.

Select Instagram samples

Select Twitter samples

Select retweet samples

Retweet messaging (my contribution)

Original tweet