Grey's Anatomy

LUSSIER + Grey’s Anatomy

LUSSIER has been part of Grey’s Anatomy since day one. We produced the original presentation that first introduced the show to advertisers - and created the campaign that introduced it to the world. From there, we helped shape the way the television phenomenon was promoted so it grew into one of the biggest hits in TV History.

Every major event- from the Super Bowl to each new season - LUSSIER has been behind the buzz that keeps Grey’s alive in the cultural conversation. And this year, for the first time, we played a major role in the show’s social campaign.

Challenge: After more than two decades on air, Grey’s Anatomy remains one of television’s longest-running and most beloved dramas. The challenge for Season 22 was to reignite passion among loyal fans while reintroducing the show’s enduring appeal to a younger audience. The campaign needed to celebrate its legacy while proving the pulse was still strong.

Solution: To ignite excitement for Grey’s Anatomy Season 22, we leveraged Season 21’s explosive cliffhanger, turning that moment of shock into a catalyst for conversation (WHO WILL SURVIVE?). We built a social campaign that honored the show’s emotional heartbeat — love, loss, resilience, and reinvention — through short-form storytelling designed for TikTok, Instagram, and X. Using a mix of throwback references, character-driven moments, and behind-the-scenes snippets, we tapped into nostalgia while spotlighting the new generation of doctors taking center stage. Playful trending formats were balanced with heartfelt, cinematic edits that reminded fans why Grey’s still cuts deep.

Results: As the premiere approaches, Grey’s Anatomy social impressions and buzz continue to trend upward across all platforms.