In promoting the second season of the successful show we wanted to convey the message that the "queens" never stop getting into trouble. That the events of the first season were only a lead-up to the complications to come in the new season. We decided the character leading the promos with her voice would be Lizzy, one of the show's leading characters, the "settled" girl, the one trying to hold back the insanity around her and extract everyone from their entanglements safely. We created a script based on an increasingly complicated reality which gets more and more insane and impossible to resolve. This way we were able to incorporate the madness and the comedy of the series and show how the new season is even more extreme than the previous one.
We also took a key image for the series, in which the "queens," in stylized white clothes, are at a building site under construction, referring to the family’s real estate business. Reality catches up with them there too, with the gun barrels pointed at them making them run for their lives.
In creating the series’ key image we wanted to highlight the contrast between the female power of the Malka family, full of style and glamour, and the rough environment that surrounds them, symbolizing the criminal world they're involved in. We dressed the queens in glamorous clothes, stylish and festive, the white symbolizing cleanliness, and put them in a construction site, surrounded by raw cement, providing a rougher surrounding and referencing their involvement with the real estate world. The launch of the second season was a great success.
