As Peacemaker headed into its season finale, HBO Max needed to turn peak fan attention into deeper engagement — not just with the series, but with the broader HBO Max library. The opportunity was to create an in-app experience that felt native to Peacemaker’s chaotic, character-driven fandom while giving viewers a reason to explore what to watch next.
Insight
Peacemaker is built around a cast of highly specific misfits — each with their own moral code, dysfunction, humor, and fan appeal. If viewers already had a favorite character, that choice could become more than a preference. It could become a personalized path into another HBO Max title.
Idea
Turn character fandom into content discovery.
We asked fans a simple, finale-timed question: “Who will be the most heroic in the finale?” Based on their choice, the experience matched them with a recommended series that reflected that character’s energy — from Leota Adebayo’s heartfelt chaos to Eagly’s absurd loyalty to Harcourt’s cold sense of duty.
Execution
The campaign launched as an interactive in-app module ahead of the finale, prompting users to choose from six Peacemaker characters: Peacemaker, Eagly, Emilia Harcourt, Leota Adebayo, John Economos, and Vigilante.
Each selection triggered a tailored recommendation with copy that connected the character’s personality to another HBO Max series.
Role
As Copy Lead, I helped shape the campaign voice and in-app copy — balancing Peacemaker’s irreverent tone with a clear business goal: turning finale excitement into title views and deeper library engagement.
Results
Campaign Impact +17.8% lift in title views
Engagement Fueled cross-platform engagement around the finale moment
Recognition Earned a Braze Torchie Award for Creative Excellence
