Client: Netflix

Agency: Independent

The opioid crisis has reached epidemic levels in the U.S. To raise awareness and reduce stigma, the idea reframed addiction through an everyday habit: binge watching. As dopamine spikes during a favorite show, the body can feel a drug like high, making the first steps toward dependency easier to understand.

Recognized by the Clio Awards, Best of Show at the American Advertising Awards, and honored by The One Club.

My Role

Created the Hooked logo and visual identity, establishing a bold, ownable mark that anchored the idea and carried across all executions.
Designed motion graphics and edited the case study video, using animation and pacing to clearly communicate the concept, impact, and craft of the work.
Designed the platform takeover assets, including the “Are you still watching?” and “Next episode playing” interruptions, using native UI language to seamlessly integrate the message into the viewing experience.

Binge Watching, Reframed

We reframed the opioid crisis through familiar streaming habits. By remixing Netflix style prompts like “Are you still watching?” and the “Next episode in” countdown, the campaign turned binge watching moments into a sharp reminder of how dependency can build.