Hulu’s Saint X

A campaign to introduce fresh talent and build intrigue around the mysterious missing person case at the heart of Hulu’s Saint X.


Hulu partnered with Digital Media Management (DMM) on a social campaign to bring the addictive limited series, Saint X, to audiences across the social media landscape with custom scripted and produced talent concepts to drive tune-in each week.



DMM’s platform team executed the social campaign and worked in tandem with the DMM strategy, video production, and talent services teams to produce Hulu’s first in-person junket at DMM Studios. Our internal teams collaborated to ideate and script out an array of concepts before handing off to the video production team to lead pre-production, production, and post-production, including building out the run of show, directing all talent on set, managing time and schedule, producing all video concepts and overseeing the flow on set with the client. 

Additionally, a DMM embed followed talent on set during the shoot to capture additional footage, which the platform team later used to create custom TikToks and Reels using native platform features. The embed worked closely with the cast to coach them through a plethora of iPhone captures, ensuring talent felt comfortable and excited to participate. The content captured by the embed was posted on the Saint X handles, as well as the cast’s accounts to help promote their new series.


Hulu’s one-day shoot at DMM Studios yielded nearly a dozen custom creatives that earned over 300k views on Instagram and TikTok.



facebook instagram

TikTok Views