SEAN HOUSTON CREATIVE

Your Friends and Neighbors was expected to be a big hit for Apple TV in 2025 and the internal attention on the series only grew as premiere approached.   The series boasted a huge star in Jon Hamm, but it did not fit neatly into any one genre.   It had a high concept premise – rich hedge fund trader loses his job and resorts to stealing from his rich neighbors to maintain his lifestyle -  but as you dug in, there were a lot of layers. In addition, Jon’s character was just similar enough to Don Draper to give us a little pause.   The main sell was essentially “Jon Hamm on Apple TV+”, but we wanted to go a little deeper and suggest other elements of the story and give the series some intrigue. 

 

We landed on two main pieces of art. In one, Jon’s character Coop is shown in a way that on second read makes him a bit of a prisoner of the lifestyle he leads.   The other suggests some of the crime elements a little more literally, but features a more vulnerable and intriguing shot of Jon.  The first piece was really loved by the EP’s, who included Jon Hamm, and was used extensively on-platform in the lead up to premiere, as well as appearing in a few select OOH placements.   The second was the core image for our OOH and appeared on platform at premiere.   We also created a piece that played on the tropes of luxury advertising and were able to use this in some custom placements in particular  Los Angeles shopping areas (The Grove and the Americana at Brand). 

 

Since its premiere in April, the series has only grown and is now the highest performing drama on the service.