Everyone loves a classic love story. You're the Worst isn't one of them. By the end of season 2, it was clear that the show's irreverent and anti-romantic sentiments were resonating and hitting a sweet spot for fans.
To keep this core audience excited and engaged, FXX looked to create content that reinforced the show's unique spin on modern romance, while amping up the absurdity on social for season 3. With a cast of selfish-yet-loveable degenerates as our leads, FXX knew the anti-heroes needed to be front and center. Content needed to be untraditional, just like them, but with a relatable twist. FXX decided to channel the cheesiest expression of romantic desire, the super-market romance novel, by creating sultry, indulgent and ultimately hilarious covers directly related to the previous week's episode. The goal was to highlight the most memorable moments of the week with attention-grabbing design that was universally humorous and shareable, even outside of the show's fan base.
To achieve this goal, FX sought out to design one-of-a-kind romance novel covers, each custom illustrated to include vibrant colors, painted elements and personalized styles for a unique theme with each asset. Each week, memorable moments and quotes were carefully selected and framed in the steamiest romantic scenarios so that fans could continue to relish in a romantic, seductive experience even after the episode aired.
To have full range of our parody concept, FX social worked closely with our development and PR team to get creative feedback and ideation from both show runner Stephen Falk and the show's cast for each asset. The romance novels were then shared across multiple social media platforms to entice and engage fans of the show and beyond.
The collection of novel recaps were posted weekly across the social platforms and performed consistently as some the show's most shared content throughout the season. FXX successfully created unique designs that showcased the new season's thematic elements, and capitalized on You're the Worst's crude, self-deprecating humor that has always helped drive the heart of the show. FXX's goal to excite the existing fan base was met, while also inspiring external social chatter with these absurd and attention grabbing pieces.
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