• by Fern Siegel , April 19, 2024

Tubi's new series “Big Mood,” starring Nicola Coughlan and Lydia West, debuts April 19.

The dark comedy revolves around Maggie and Eddie, two women who have been best friends for 10 years. But when Maggie’s bipolar disorder returns, it puts their relationship to the test. The six-episode series is written and created by Camilla Whitehill and directed by Rebecca Asher (“Dead to Me”).

To kick off the show, VaynerMedia produced a series campaign branded “All The Moods.” Clips from the series will be promoted on Spotify, Tinder and the brand’s social channels.

"'Big Mood' has a feral, frenetic energy that immediately comes through in its very first scene — and that was something that stuck with us as we began developing the marketing with VaynerMedia," Nicole Parlapiano, Tubi's chief content officer, told Agency Daily. "When we were pitched the "Maggie Mob" idea, we knew they'd captured the essence of the series and doubled down on introducing Maggie in the same unhinged way we meet her in the first episode."

The campaign features “Maggie Mob,” a social spot with a variety of actors on scooters wearing blond wigs and attire that matches the main character's look in the opening scene. To further drive U.S. interest, Snapchat users can use “Big Moodmoji,” a Snapchat lens prompting users to select “What Mood Are You?”

Tubi is also making the show’s presence known throughout New York City and Los Angeles with digital out-of-home placements in Time Square, West Hollywood Sunset Spectacular and Westfield Century City. Additional digital work appears in New York subways, street-level guerilla postings and LinkNYC spots.

"The complex relationships and turbulent mental states explored in 'Big Mood' closely reflect today's Zillenial experience. We wanted the work to capture all these nuanced moods that exemplify both the show and our audience," added Aaron Howe, executive creative director at VaynerMedia LA.