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Special Project

Special Project
From the 16th Annual Shorty Awards

Justified: City Primeval - Digital Campaign

Entered in Paid & Amplification


Nearly 10 years after the show aired its last episode, Timothy Olyphant returned to screens as Raylan Givens in FX’s Justified: City Primeval, in the latest iconic limited series. With 6 seasons of the original Justified under its belt, our mission was to re-introduce Raylan to viewers as the beloved and formidable character he is while highlighting the season’s new location and key art backdrop, visually capturing Raylan's journey as he navigates the streets of Detroit.

Strategy and Execution

Evaluate where assets can make the biggest impact: We captured the attention of our target audience by showcasing the key art in spaces where they would thrive visually, such as streaming platforms and websites popular among fans of premium dramas. We carefully considered where both the horizontal and vertical versions of the art would have the most impact, ensuring that it would stand out and provided a sneak peek of the upcoming limited series through video pieces that ran trailer promos alongside the key art, further enticing viewers to immerse themselves in the world of the series.

Engage viewers in the story through visuals: To achieve this, we leaned into the bright lights of the cityscape design and aimed to highlight Raylan in such a way that viewers felt as if they were running through the city streets alongside him. From site takeovers to skins, Raylan was back and on display for all to see.


Ultimately, the display pieces reflected the raw, gritty, and compelling landscape of the season. Over 50+ deliverables later, existing fans and newcomers alike were able to dive into the world of FX’s Justified: City Primeval through a range of platforms, websites, and unique visuals.


Entrant Company / Organization Name

The Refinery, FX Networks

Entry Credits