To introduce the core cast of FX’s Adults, we tapped into the viral “mentality” trend creating off-kilter, out-of-context character AVs that distilled each main’s chaotic essence into a single scroll-stopping moment.
The standout was “Paul Baker Mentality,” featuring creator Jack Innanen, which perfectly captured the delusional confidence and lovable absurdity of the character, turning personality into meme fuel.
Rather than rely on traditional character introductions, we embedded Adults directly into internet culture. The “mentality” format allowed us to exaggerate each character’s worldview through punchy edits, ironic bravado, and chaotic energy native to TikTok.
Jack Innanen’s participation amplified authenticity, bridging creator culture with scripted comedy. The video leaned fully into absurdity, ensuring it felt like a trend-first post.
“Paul Baker Mentality” went viral on TikTok, generating over 22 million views and 450K likes.
Beyond performance metrics, the video cemented Paul as a memeable character and positioned Adults as culturally fluent from day one, proving that when character meets internet language, the results travel.
