To launch FX’s Adults, we partnered with sketch comedy creator Tyler Bender, known for her satirical “how-to” advice videos tackling modern friendship, dating, and social anxiety. We invited Tyler to the official premiere at Highland Park Bowl, where she created a custom “How to Make Friends (as an Adult)” piece featuring the cast and executive producer Nick Kroll. The collaboration seamlessly blended Tyler’s signature tone with the series’ themes — turning a red carpet into a culturally relevant, scroll-stopping moment.
Adults explores the awkward, chaotic, and deeply relatable realities of navigating friendships and identity in adulthood. Rather than produce a standard premiere recap, we identified a creator whose voice already lived in that world.
Tyler Bender’s “how-to” format offered the perfect narrative device. Her content resonates with millennial and Gen Z audiences who see themselves in her dry, self-aware humor. Our strategy was to integrate the show into her existing universe — not disrupt it.
At the Highland Park Bowl premiere, Tyler scripted and filmed a bespoke “How to Make Friends (as an Adult)” video, weaving in the show’s cast and EP Nick Kroll as participants in her tongue-in-cheek guide. Instead of formal interviews, talent leaned into improvisational beats aligned with Tyler’s comedic cadence, creating moments that felt native to her feed rather than promotional.
The key executional challenge was balancing authenticity with event logistics. Premiere environments can feel polished and controlled; Tyler’s style thrives on spontaneity. We structured light scripting guardrails while leaving space for improvisation, ensuring the final product maintained her organic tone.
The result was a piece of branded content that didn’t look like branded content — it felt like Tyler doing what she does best, with Adults naturally embedded in the joke.
The collaboration delivered strong organic performance, generating 430K views and 22K engagements on Instagram without paid amplification. More importantly, the content sparked authentic audience interaction, with viewers tagging friends and sharing their own experiences navigating adult friendships.
By aligning with a creator whose voice mirrored the show’s themes, we extended premiere coverage beyond traditional press and into culturally relevant, peer-driven spaces. The campaign reinforced Adults as a sharp, self-aware take on modern adulthood and successfully reached audiences in a format they already trust and consume daily.
This was more than event coverage — it was culturally fluent storytelling that turned a premiere into participation.
