FX wanted to explore different cut and past techniques to exemplify the rock and roll elements of the show. The direction was inspired by 1970s band flyers and venue posters promoting concerts and rock musicians. The assignment was to enhance these references with a modern approach that remained cohesive with the FX brand and show.

SDRR S2 had a large media buy utilizing a variety of out of home and digital tactics. Our goal was to capitalize on the strengths of each tactic, without deviating from the key art look, in order to create a wide reaching and cohesive campaign. In addition to the black and red main key art, several color versions were also created. It was a campaign that allowed for multiple pieces, and each individual breakdown required customized hand-drawn assets.

Submitted here is the main key art which adapted to transit shelters, billboards, bus sides, and horizontal phone kiosks, as well as digital/mobile units. The multiple breakdowns resulted in great word of mouth and an eye-catching campaign.