Netflix
Waiting With Huell
PROJECT: Redefining How Fans Wait For A Movie Premiere.
Netflix and Samsung wanted a series of exclusive content to build anticipation for the world premiere of El Camino–The Breaking Bad Movie on TVs across the globe.
We’ve been waiting 5 years for this movie, and we need our fix. But don’t ruin the movie.
62 hours of #WaitingWithHuell content helped build real-time anticipation leading to over 8.2 million U.S. viewers on opening weekend—eclipsing the #1 box office hit, “The Joker.”
AGENCY: Chemistry
62 Hours Live-Streaming On Samsung TVs Across The Globe.
Every Samsung QLED TV became the exclusive home for the long awaited ending to Breaking Bad’s most famous loose ends, “What Happened to Huell?”
Huell’s Ending Is What The Fans Want.
We collaborated with Vince, Netflix, and Samsung to find out the best story line to bring to life. We created almost 6 hours of 100% new content for Breaking Bad fans that got them excited for El Camino without providing any spoilers.
The Start
We began back at the safe house, with Huell sitting exactly how we remembered from the final season of Breaking Bad.
Social
Samsung and Breaking Bad announced the return of Huell via social. And the Internet went crazy pants. In 24 hours #WaitingWithHuell trended across the globe, generating as many unique views on the social content as the movie premiere generated on Netflix.
Huell Leaves
5 years and 62 hours later, Huell’s wait to leave the safe house is over. And so was our wait for “El Camino.”