Netflix’s Hooked

A campaign designed to disrupt binge-watching behavior and raise awareness about the opioid crisis. By reimagining Netflix’s “Are you still watching?” prompt, we delivered a sobering message that drew parallels between binge culture and opioid misuse. The goal was to spark reflection in a moment of routine and direct users to resources that could make a real difference.

Caseboard

We reimagined Netflix’s interface to deliver a sobering message after three episodes:
"You've binged watched three episodes in a row. If this would’ve happened on opioids, you'd overdose."
The message also appeared as a small thumbnail in the “Up Next” window, subtly reinforcing awareness before autoplay. Viewers were redirected to the “Hooked” microsite with resources and real stories about opioid addiction.

Awards Received

Created in 2018, the campaign became one of the most awarded projects of the year, earning recognition at Clio Health, The One Show Young Ones, and winning Best in Show at the AAF Awards. Its bold concept and timely message resonated across both health and creative categories.

My Role in the Campaign

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My Role in the Campaign 〰️

Concept Development – Collaborated with the creative team to shape the idea from the ground up, crafting the “binge as overdose” analogy and helping define the campaign’s narrative arc.
Art Direction – Storyboarded key scenes and helped develop the campaign’s visual identity. Designed the Hooked logo and contributed to the interface mockups, reimagining Netflix’s UI with a darker, more urgent tone.
Motion & Animation – Animated the case study video, bringing the concept to life through impactful transitions, on-screen messaging, and UI simulations.