Everything is Fine Campaign
Everything is Fine is a deceptively cute comic written and illustrated by Mike B. What starts off looking like a lighthearted cat story quickly spirals into a chilling dystopian horror. It leaves you unsettled, intrigued, and craving more.
To reengage fans and attract new readers, we launched two major campaigns across the U.S. and LATAM. I served as the Video Art Director and LATAM Localizer for the social and paid ad content. And Judith was the design art director for the app. I created all pitch decks, character sheets, and color references for animation. I also reviewed all WIPs, led voiceover casting, and directed VO sessions to ensure tone and delivery matched the eerie vibe of the series. The campaign rolled out in five distinct phases, and the Season 2 ads went on to earn a Webby Awards nomination.
The results were wonderful. The campaign garnered 35M+ video views and 1.5M engagements on TikTok, performing at 300x the TikTok video CTR benchmark, with a 4.7% recommendation lift on that platform. Readership for Everything is Fine grew +1045% and increased traffic to WEBTOON +139% year-over-year.
Season 1 Subliminal Ads phase 1:
External production studio: Golden Wolf
Art Director: Karina Lopez, Judith Park
Creative Director: Jill Denkmann
Purpose: Growth Advertisement promoting season 1 of the series.
Execution: Create a series of short live-action ads with a hidden twist.
Season 1 Animated shorts phase 2:
External production studio: Golden Wolf
Art Director: Karina Lopez, Judith Park
Creative Director: Jill Denkmann
Purpose: Growth Advertisement promoting season 1 of the series.
Execution: Create a short adaptations of the EIF webcomic episodes.
Character and color designs:
Season 2 Surveillance crash out and censored ads:
External production studio: Golden Wolf
Art Director: Karina Lopez, Judith Park
Creative Director: Jill Denkmann
Role:
These videos were original content created specifically for the campaign, scenes not found in the comic itself. Our goal was to highlight the eerie surveillance theme at the heart of the story. In a world where the cat-headed characters are forced to pretend everything is fine... what if it’s not? We developed two versions of the concept: one where the cracks in their reality were fully visible, and another where those cracks were actively being censored by the watchers to maintain the illusion of normalcy. I worked closely with my Creative Director to brainstorm and develop the "crackout" video concepts. I also oversaw the entire creative process—from character design to final coloring and background art. The team at Golden Wolf brought it all to life beautifully with their animation work.
Season 2 Trailer Ad phase 3:
Internally produced by: Logan Devlin
Art Director: Karina Lopez
Creative Director: Jill Denkmann
Purpose: Growth Advertisement promoting the return of season 2.
Execution: Create a creepy video that would resonate with horror and comic fans alike.
Live action video and activation:
Art Director: Karina Lopez, Judith Park
Creative Director: Jill Denkmann
Purpose: OOH promoting season 2 of the series.
Execution: Have a mini takeover of EIF in NYC to surprise and spark curiosity in real-time. I had my team edit the video to make a short but fun sizzle reel