Russian Doll season 2 case study: high-concept promo production for Netflix.
The challenge:
Capturing the spirit of Russian Doll without relying on series footage.
For the launch of Russian Doll season two, Netflix needed a promotional campaign that reflected the show’s layered tone and Natasha Lyonne’s iconic presence. Unlike traditional marketing that leans on pre-existing series footage, the challenge was to create a bold, original piece that amplified the series’ unique voice while resonating with both fans and critics. The campaign required a partner capable of balancing inventive production design with cinematic precision to stand out in a crowded streaming landscape.
Our solution:
A custom mirrored set that turned reflection into storytelling.
In partnership with The Refinery, Evolution designed a high-concept promotional piece built around a custom mirrored set—an immersive, multi-surface environment where reflections became part of the narrative. Using a two-camera setup, we choreographed stylized interviews and cinematic art shots that amplified performance while concealing crew, gear, and lighting. Every aspect of the production from art direction, cinematography, and lighting was engineered to reinforce Natasha Lyonne’s performance and deliver a visually cohesive, cinematic promo that aligned with the surreal spirit of Russian Doll.
The result:
A bold campaign anchor that stood out across platforms.
The promo debuted as a cornerstone of Netflix’s Russian Doll season two campaign, earning industry attention for its inventive execution and original production design. By proving that high-concept creative can drive campaign impact without relying on pre-existing assets, Evolution helped Netflix deliver a promo that stood out across broadcast, digital, and social platforms—cementing the series’ reputation for originality, style, and cultural relevance.
Client: Netflix
Agency: The Refinery
Production: Evolution
