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merit

Indie Agency News Top 40 Entry

Agency:

Deep Focus

Client:

HBO Max

Description: A brief description of the work and creative idea:

On January 10 of this year, The Sopranos—the show that ushered in the most golden of Golden-Age Television—turned 25. And in honor of this silver anniversary, Max, a.k.a. HBO, decided to entrust the keys to its shiniest car to a small, scrappy, agency with a plan just crazy enough to work.

The Brief: What was the brief? What were the challenges and objectives?:

To bring The Sopranos into the present day we launched an official TikTok account, @TheSopranos, and unleashed a flurry of anniversary-themed social content across the @HBO and @StreamOnMax brand handles. That’s right: The Sopranos didn’t have an official TikTok account. We needed to bring one into existence and build it from the ground up. But we had to do it right …

The objective was to rally the Sopranos fandom to watch and re-watch as we celebrate the silver anniversary of the greatest show of all time.

Solution + Results: How did you solve the brief? What were some of the results?:

We took all 86 episodes of the series and meticulously recut and remixed each one down to 25 seconds to breathe new life into the show and create the TikTok campaign “Sopranos in 25” for the 25th anniversary.

From The Today Show to Variety to The Guardian, we got people talking—and not just about our “Sopranos in 25” TikTok campaign but also about the timelessness and the legacy of the greatest TV series ever made.

Context (optional): Are there any specific cultural/regional/local references for judges to understand?:

N/A

AI Usage (optional): Did you use AI in any part of this work? If so, what was it?:

N/A

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Indie Agency News Top 40

"Sopranos in 25"