Following a record-breaking first season of The Rings of Power, our S2 AV campaign faced the formidable challenge of maintaining momentum with streaming's most demanding fan base. To capture the hearts of skeptics and fans alike, we moved away from the idyllic tone of S1 and leaned into fiction's most notorious villain, Sauron, and his dark and seductive fantasy to rule all of Middle-earth. The campaign took shape in the form of over 50 bespoke AV pieces released globally, and included a teaser, trailers, TV spots, featurettes, custom digital activations and CG experiential creative in coordination with the series VFX teams. Resulting in Sauron's sweet success of over 170M+ global viewers, making the show Prime's most watched returning series ever!