Develop a brand identity for the new FX on Hulu offering, showing the full scope and tone of the entire FX catalogue along with first looks at brand new shows.
FX Networks is synonymous with innovation, and with the new offering of FX on Hulu, the campaign needed to be as unique and bold as the content itself. Our team didn't want to approach this in any conventional way and FX encouraged us to think outside the box. We really gravitated to the stories these series tell, and more importantly the human and emotional components. Then we took all the traditional advertising rules and broke as many as we could, developping a brand ID for FX on Hulu that is as Fearless as the brand itself.
Originally intended as a standalone piece to announce the new FX on Hulu partnership, it was so well received that it became a complete campaign celebrating the endless amazing stories FX now tells on Hulu.