Facebook watch / Red table talk
BACKGROUND///
Red Table Talk on Facebook Watch brings together Jada Pinkett Smith, her daughter Willow, and mother Adrienne—three generations, one table, and an open invitation to raw, real conversation.
For Season 3, the focus was clear: deepen fan connection. Building on the show's viral success, Facebook prioritized synergy between Watch programming and Facebook Groups. Our campaign leaned into that strategy—igniting fan engagement across every touchpoint.
To invite the audience into the dialogue, we created a Red Table spin on the Proust Questionnaire, with Jada, Willow, and Adrienne filling in the blanks—literally. This centerpiece captured the show’s signature vulnerability and voice, threading through digital, social, OOH, and show packaging.
Because at the Red Table, words matter. And listening? That’s where it all begins.
Facebook found its golden ticket in 2020: Red Table Talk. With over 7.1 million followers and episodes consistently topping 5 million views, the series became a breakout hit—and a blueprint. Its runaway success prompted Facebook to recalibrate its Watch strategy in 2021, leaning into unscripted, reality-based storytelling over scripted content.
Our design direction embraced the show’s emotional immediacy and cultural relevance—channeling its raw conversations into bold, inclusive creative. From social to show packaging to out-of-home, every element invited fans not just to watch, but to pull up a seat.
Scroll through the slideshow to see how the creative process brought Red Table Talk Season 3 to life.
Packaging | Digital | OOH - Design Directions for Season 3
