Oprah Winfrey first launched Oprah’s Book Club in 1996, 10 years into “The Oprah Winfrey Show,” one of the highest-rated daytime talk shows in television history. The effect on book sales was immediate and impressive. In 2019, Apple announced that Winfrey would bring “Oprah’s Book Club” to Apple TV+.

To celebrate this partnership, R/GA was tasked with bringing “Oprah’s Book Club” to Instagram, with the intent to make OBC relevant to a younger social first audience. With a new book launch every month, IG was the main source of reading material & content, especially once the pandemic hit.

April 2020, we were tasked to launch Hidden Valley Road by Robert Kolker - a true story of an American family that reads like a medical detective journey and sheds light on a topic so many of us face: mental illness. But how do you roll out such a serious topic like schizophrenia at the start of the pandemic? We positioned the discussions around empathy and partnered with NAMI for support.

Client Oprah's Book Club
Agency R/GA
Executive Creative Director Lars Hansson
Associate Creative Directors Abram Seaman & Natalia Fredericks
Copywriter Meghan Lai
Illustrators Bria Benjamin, Lucy Kirk, & Laci Jordan

Role Creative Director / Art Direction & Design