New posters revealed at SXSW for HBO’s Silicon Valley expertly encompass the spot-on satire of San Francisco’s startup culture that the series is built upon.

The posters promote the show’s up-and-coming venture Pied Piper—a compression algorithm company which isn’t exactly saving lives. The gloriously generic tagline “Helping Humanity Thrive”—positioned over motivational images inspired by nature—taps into the rat race where nerdy young tech entrepreneurs scramble to come up with the next big thing that’s going to change the world.

RELATED: How TV Brands Are Using SXSW To Showcase Their Series

Joanne Scholl, vice president of program advertising at HBO, told AdWeek they wanted to create some early buzz for the upcoming season by creating three teaser posters that touch on the aspirational world of Silicon Valley.

“We felt the South by Southwest tech and entertainment influencers would be the perfect target audience,” she said.

Season 3 of Silicon Valley premieres Sunday, April 24.

Read more: Adweek

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