FX Promo
ROLE: creative + art direction, design
OBJECTIVE + APPROACH: FX wanted to drive awareness and have users opt in to watching three of their bigger shows on the FX website. Like the Walgreens and Destiny ads, this ended up becoming a template for many other entertainment campaigns.
I identified a potential issue based on survey data–users opting into an interactive ad only to be served a video with little interactivity–and proposed a solution to FX: mini-games and explorations. Though FX was initially hesistant to fill the unit with content that could pull attention from the videos, my solution was successful by keeping users engaged for longer periods of time and contributed to higher VCR.
RESULTS: boosts in awareness and intent to watch, modest boost in viewers within FX’s website
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