Prime Video’s “The Underground Railroad” social campaign developed a visual language that would resonate with audiences and propel forward the resilience of the series’ main character, Cora. Rather than focus on pain and darkness, we developed a campaign that focused on the hope, community, and beauty of the show. Beyond the visuals of our creative, our community management and copywriting was rooted in highlighting Colson Whitehead’s beautiful prose, pulled from the book the series was based on.