Each season of American Horror Story has a different horror genre theme to it. With a well-informed target audience, and it being the 6th season, FX wanted to keep this year’s theme a mystery throughout its marketing campaign until the shows premiere.

The plot was a complete mystery, so it was essential to explore all horror genres as inspiration in order to create iconic advertisements. Playing off of the ?6, various pieces of key art hinted at a different theme while only one of the pieces was this season’s actual genre.

The campaign ignited discussion amongst an incredibly robust social community. AHS fans fiercely shared and debated while trying to decipher ?6’s theme.