Integrated Campaign my roles: concepts, scripts, creative direction
NBCUniversal’s The Anonymous is a show about deception, manipulation, and the art of lying your way to the top.
So instead of marketing it the usual way, I asked a simple question: what if you could hire a professional liar?
I brought in Anna Delvey – still under house arrest and wearing an ankle monitor – to become the campaign’s “Hired Liar,” using her real-world notoriety to blur the line between the show and reality.
The campaign launched the moment she was legally allowed back online, turning her return to social media into part of the story itself.
We then built a series of spots and social content around her teaching “liar lessons,” breaking down gameplay, and offering her own unapologetic takes, all rooted in the same idea: deception as entertainment.
The result was a campaign that didn’t just promote the show, but felt like an extension of it.
