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OITNB S4 introduces a whole new cast of characters to the fold as the prison population is doubled at the start of the season. Netflix wanted to speak to the tension this would cause between the old and new inmates. The art was to serve a dual purpose of introducing the show to new viewers, and exciting the existing fanbase about the new cast of characters joining the crew this season.
The overarching theme of the campaign was "Welcome to Litchfield" and all pieces in the campaign tied into this central theme. The first person point of view served both to hint at the new inmates without actually showing them, and speak directly to the viewer, inviting, or daring them to come inside. This creative approach allowed people to get to know Litchfield and its inmates from the inside out as they explored OITNB from the perspective of being in the shoes of its newest inmate.
The campaign was a huge success, earning media buzz among fans and critics that generated interest and excitement for the new season.