Like the original Losers Club, the first season of IT: Welcome to Derry dared fans to go back to where it all began and venture further into the darkness than ever before. Set in Derry, Maine circa 1962, the series rewinds the clock 27 years before the films. Through our social campaign, we set out to pair nostalgia for the era with an undercurrent of dread to drag fans deeper into horror waiting in Derry.
IT: WELCOME TO DERRY
LOSERS WANTED
To reward our most dedicated fans, we created exclusive New Losers’ Club content using Instagram’s Close Friends feature. We put out a “Losers Wanted” flyer, inviting fans to drop a red balloon in the comments to join. The post was reshared by Stephen King, driving 6K+ more recruits into the club.
Ahead of each episode, our Close Friends Stories recreated the feeling of flipping through a vintage View-Master, using motion design that shifted with each tap. Each first-look image built on the last, turning nostalgia into a slow-burn ramp of dread.
Launching in mid-October, the series spanned both Halloween and Thanksgiving, so we celebrated each holiday in true Derry style. From Halloween safety tips for trick-or-treaters to offbeat holiday videos, we reimagined seasonal moments through a darker lens.
For Thanksgiving, we created a parade carousel using archival photos spanning each 27-year cycle from the series through the Muschietti films, hiding Pennywise in every frame..
HOLIDAYS IN DERRY
THE DERRY HERALD
To make Derry feel real, we created The Derry Herald, a series of in-world newspapers released after every major moment in the series. Each one added to the town’s lore, layered with easter eggs and deep-cut references for fans and Stephen King die-hards to dig into.
HORROR STORIES
To put the finishing touch on the terror, we launched a series of disruptive Instagram Stories throughout the campaign that felt like they were breaking directly through the phone. From a demonic baby gender reveal (if you know, you know) to red balloons bursting through the UI, no screen was safe from IT.
ECD: Nathan Carver
CD: Bran Moats
ACD/CW: Sammi Chancey
Social Strategist: Emma D’Ambrosio
Designers: Jason Fang, Gyanna Yumping
Motion: Alex Cho
Editors: Annette Rainey, Zac Castellano
Agency: Watson Design Group
Credits