Amazon Prime Video: Mr. and Mrs. Smith
Objective:
I led influencer partnerships and influencer strategy for the launch of Prime Video’s Mr. & Mrs. Smith, working alongside Donald Glover’s creative agency to bring the show’s world of secret identities into real life. My goal was to make the premiere feel like a live operation, placing creators and culturally connected guests inside covert “missions” across New York City so the campaign spread organically before audiences realized it was marketing.
Outcome:
Under the banner of a mysterious organization called HiHi, the campaign staged a run of real-world stunts in the weeks before the February 2024 premiere. These included two furries seated beside Tyra Banks at a basketball game and a pair of shoes stolen from an art exhibit after the lights went out. The moments sparked widespread online speculation, were amplified by Donald Glover’s own channels, and generated 1B+ social engagements and media impressions. The series became one of Prime Video’s five biggest US series debuts and went on to win an Emmy and earn a Golden Globe nomination.
key contributions & strategy
Influencer Program Leadership – Led influencer practice strategy end to end, from talent sourcing and outreach through activation and reporting, as the creator marketing lead.
Strategic Talent Casting – Identified and secured creators and culturally connected guests whose audiences would carry each mission organically, prioritizing reach and credibility over paid placement.
Discreet Talent Operations – Managed outreach, briefing, and logistics while keeping the Prime Video connection confidential, so creator reactions stayed authentic and the reveal landed on schedule.
Cross-Team Coordination – Served as the bridge between the creative agency, Prime Video stakeholders, and creator talent, keeping influencer activity aligned with the show’s tone and launch timeline.
Performance Tracking – Monitored social conversation and creator-driven reach across the stunts to measure organic spread and inform how each mission rolled out.
impact & results
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Generated 1B+ social engagements and media impressions through organic, creator-captured moments.
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Helped drive one of Prime Video’s top five US series debuts.
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Supported launch of a 2024 Emmy-winning, Golden Globe-nominated series.
