Folding Chair Media

After landing a multi-year overall deal with Warner Bros. Television Group, Folding Chair reached out to build a digital presence that matched the success of its on-screen work. With just 71 Instagram followers and no defined social identity, they needed momentum—organically and fast—before their next TV release. Our challenge: craft a brand voice that reflected CEO Janine Sherman Barrois’s creative vision and position Folding Chair as a conversation-worthy media brand rooted in cultural relevance and community engagement.

We launched a fast-moving social sprint to grow Folding Chair’s digital presence from the ground up. Our strategy combined cultural commentary, trend-driven content, and repurposed IP to build visibility and spark engagement. We produced original content, including a mini-doc with CEO Janine Sherman Barrois, and collaborated with on-screen talent to expand reach. Custom social assets were designed for maximum shareability, while VFX-driven mock billboards amplified perceived scale. To drive interaction, we integrated an AI auto-responder that engaged with comments in real time. Every piece was designed to tap into culture, create conversation, and build lasting digital momentum.

In less than six months, the Instagram campaign generated over 83+ million organic views, built an engaged follower base from scratch, and established Folding Chair as a culturally fluent media brand with real digital gravity. Several posts hit viral posts with multi-million view counts, driving hundreds of comments and conversations. More importantly, the brand went from having no social identity to becoming a recognized player in entertainment culture—engaging both industry insiders and everyday fans. The campaign didn’t just drive numbers—it helped solidify Folding Chair's media presence as a tastemaker, trend-participant, and digital storyteller in the entertainment landscape.