Interactive Map of Gilead
By Season 4, Gilead has taken over the majority of North America. The escape to freedom is even more of a risk than ever before, but one June (Elisabeth Moss) is still willing to take. To remind fans of her arduous path and tease her escape alongside fellow Handmaids, we created the first-ever Twitter interactive map. Users replied to the map of Gilead with a set of coordinates, and received one of thirty custom pieces of creative. Content included character videos that showed individual journeys, worldbuilding Radio Free America audio assets, Gilead definition cards, Season 4 sneak peeks and easter eggs, and talent videos with fun call-outs that directed users back to the map. The map's design and accuracy, which we refined with writers from the show, revealed the growth of Gilead's control, and sparked fan theories and conversation about how the states became divided.