Insight:

When concepting for the release, I leaned into a truth that would make this resonate with anyone: If this actually happened, Dan and Amy would want some validation.

That sparked the notion to bring these characters to life in a way that only Reddit can - with a series of “Am I The Asshole?” posts. This community is rooted in real problems from users where they try to discern whether they’re in the right or wrong - just like our protagonists would do.

Idea:

Personifying the characters of the show with small details and a realistic faux post, we drove hype for the release and made their story feel as relatable as possible to users on the platform.