The Chi S3 | Showtime
Season 3 of The Chi premiered on June 21, 2020, in the midst of social and political turmoil that closely echoed many themes within the series. Together with Showtime, we wanted to be conscientious and strategic about the way we promoted the return of The Chi. We launched the pre-premiere window with a celebration of Pride Month, highlighting a same-sex wedding from season 3, and continued with custom creative celebrating Juneteenth. Throughout the season we balanced heavy storylines with lighter moments, blending informational content about missing Black women with GIFs and memes that provided a much-needed escape. Just like real life, The Chi encompasses the good, the bad, the funny, and the heartbreaking, and our content mix reflected that reality.