FX is a digital broadcast channel that produces and streams some of edgiest content on TV. When Fox launched the specialty channel in Canada, our team was tasked to help build a national OOH, digital and print advertising campaign. Parallel to the ‘X mark’ campaign, we helped develop environmental and event branding for a VIP kick off event to build awareness channel adoption amongst media buyers and influencers.
The creative team built out a system of collateral centred around the cross-section of ‘the X’ taken from primary logo. Key art used in hero-esque applications supported the positioning of content first. Leading audiences in through (at the time) sought after programming applied to a national OOH, print and digital campaign.
Supporting the launch, a vip event was held at Scotiabank Theatre followed by an urban night club in the heart of downtown Toronto. Custom spatial graphics created an impact and supported one of the parent distributors most successful distribution launches.
For the launch party, we helped brand an urban nightclub and theatre in the heart of Toronto.
Supplemental season collateral was developed utilizing the positive and negative ‘X’ graphic approach.