ELLE's Locker
For the launch of Prime Video’s Legally Blonde prequel series Elle, we created Elle’s Locker- a positively pink, fashion-forward digital clubhouse bringing young Elle Woods’ 1990s Seattle high school world to life.
In place of a standard landing page, we crafted a living, multi-phased web destination designed to make multi-generational fans bend and snap with excitement.
Merging nostalgic '90s grunge with Elle’s signature technicolor optimism, the site invited OG devotees and a new era of "Elles-in-the-making" into a den of discovery. Visitors could snoop through her locker for show Easter eggs, blast the soundtrack, snap bespoke photostrips, and design custom vision boards.
Hosted within the Amazon ecosystem, this digital playground proved that staying true to yourself never goes out of style; while transforming passive viewers into a fierce, content-creating community that ruled the digital quad all semester long.
Our approach
Our approach was all about making digital engagement extra fabulous! With limited promotional assets available to leverage for the site design, we instead leaned into a distinct art direction inspired by the show's opening credits sequence: A dreamy watercolour-to-illustrative style that allowed us to craft custom assets true to Elle's world.
We kept fans hooked with a clever three-act rollout.
Phase 1 opened the doors to Elle’s Locker, where fans discovered Post-It affirmations, ticked Elle’s Essentials off her checklist, checked her interactive pager, and jammed to the official soundtrack.
Phase 2 encouraged content creation with Elle’s Photobooth, which fans accessed via her retro camera. The interactive web experience allowed fans to customise four-flash photostrips with cute stickers and doodles for social sharing.
Finally, Phase 3 unveiled the Collage Creator, complete with tactile sound effects, custom mood board canvases, and integrated "Shop the Show” hotspots that linked directly to the Amazon Storefront.
By blending high-fashion flair, analogue nostalgia, and seamless utility, we built an evolving digital locker that gave fans a reason to strut back every single week.
The results
Elle’s Locker became the digital '90s hangout of a record-breaking campaign, empowering fans to share their custom photostrips and mood boards.
That digital passion was reflected in global streaming dominance. Elle snapped into the #1 spot on Prime Video’s Top 10 lists in the U.S. during its premiere week and strutted into the Top 10 for more than 50 countries.
Backed by a 76% Audience Score for the series and sustained web traffic, the campaign delivered multi-generational cultural impact that will continue with a Season 2 renewal.
Glamourizing digital fandom? What, like it’s hard?
