Mind bending, cinematic and critically acclaimed, Legion required a social campaign that lived up to the show in every way. The goal was to not introduce fans to this show's unique vision, but to also create artistic visuals that made audiences question what was real.
Presenting an artful, yet mystifying campaign and forcing users to question the characters' reality became a core mission of the campaign. FX collaborated with Cashmere Agency to give Legion fans a first taste of the mesmerizing Legion universe.
The campaign gave fans innovative ways to engage with Legion characters and storylines on its social channels. Assets featured optical illusions and baffling mind-bending visuals.
In a video series called, "How Does This Make You Feel?", FX created narrated short form videos to introduce the characters' mutant abilities, but also raised questions about their sanity. Mimicking the unstable nature of the characters powers and the unreal scenes setup in David's mind, the campaign asked users the questions that the show's characters would wonder themselves.
In addition to this series, the campaign included brain teasers, trippy visuals, a collection of illustrations, pages from a children's story and assets that forced perspective. Legion fans were accustomed to questioning the realities of the shows characters and seeing them put in atypical situations. With its inspired visual effects and minimalistic style, FX pushed the boundaries and took this one step further.
In many ways, season 1 of Legion was a head trip for fans and each week they were taken deeper and deeper into the mind of lead character David Haller. This aesthetic was captured in the social campaign, and from start to finish, fans were supplied with mesmerizing content that took them further into David questioning psyche.
At the end of the first season Legion Facebook had over 530k new and intrigued followers, while the overall social campaign garnered over 1.38M content responses. Fans continued to question reality as the social following continued to grow.
The story of Legion is experiential, and with striking visuals, thought provoking concepts and consistent fan engagement, the social campaign helped shape a cult-like following for the cerebral action-drama.