It’s Always Sunny In Philadelphia
Season 13 Pitch - FXX
The 13th season of FXX’s It’s Always Sunny in Philadelphia will deliver the same outrageous, debauched episodes that Sunny fans love and expect. Each season has featured a new package look and teasers grounded in the signature Sunny yellow, black and occasionally green palette. Neon signs, first person video games, anime, sign spinners, stop motion monsters, doodles and roller coasters have all been solutions at some point. So, what is the new look that will distinguish Sunny’s 13th Season in 2018?
The goal was clear: Keep it funny, outrageous, shocking, quirky, peculiar and fun! Knowing that FX had recently launched a print campaign promoting the upcoming 13th season using iconic horror 80’s themes (a la Friday the 13th), we knew we wanted to explore some “dark” humor and occult-esque motif in order for the full 360 campaign to align and coexist. We also wanted to have some fun with ways to incorporate past material in clever “gets” that felt fresh and played on a “cult” fandom of the show.
Most of our concepting came from think-tank sessions over beer and inappropriate laughter.
Credits
Client: FXX
President, Creative, Strategy & Digital, Multi-Platform Marketing: Stephanie Gibbons
EVP, Content & Editorial, Multi-Platform Marketing: John Varvi
VP, Motion & Digital Design: Albert Romero
Creative Director, Motion & Digital Design: Andre Carbonari
Director of Production, Motion Design: Michael Perez
Production Company: Elevation
Creative Direction: Stephen Cocks, David Hendrix
Executive Producer: Stephanie Carson
Design & Animation: David Hendrix, Sean Kiley, Justin Burks, Kito Kondowe
Additional Concept Writing: Keith Greenstein