Your phone buzzes. The message is as simple as it is terrifying: “It’s time we free them. Will you help?” Such is one tantalizing clue in the groundbreaking 6-week interactive, multi-platform campaign for the new installment of FX’s anthology series “American Horror Story: Cult.”
Directed by Ian Karr of IKA Collective, working in collaboration with creative agency Spark & Sizzle, and interactive video technology pioneer WIREWAX, the campaign moves way beyond traditional promos, representing a new level of viewer engagement and awareness.
The interactive episodic experience features over 50 pieces of content released over six weeks, creepy clues coming in the form of Facebook Messenger “Bot” chats, the show's own social media platforms and website, and even real-life activations. All of which unlock a trove of hidden video content that offer further details into the plot and characters in installment 7 of Ryan Murphy's horror creation. FX Creative, FX Production and DP Paul Tolton partnered with the team to create the chilling visuals.
Karr says, “FX has always been on the cutting edge of creative promotion. I’m thrilled that they recognized the potential of Wirewax’s technology coupled with IKA’s expertise and a strong creative shop like Spark+Sizzle. ‘American Horror Story: Cult’ was the perfect candidate for a groundbreaking interactive episodic experience. Everyone associated with the project is at the very top of their game and when you work with an entire team of all stars, you can do amazing things.”
SPW CreditsClient: FX
Project: American Horror Story: Cult promo campaign
President, Marketing and On-Air Promo: Stephanie Gibbons
Agency: Spark+Sizzle, New York
Creative Director, Project Lead: Cyndy Cecil-Bragg
Creative Director: Crystal Hall
Production: IKA Collective, New York
Director: Ian Karr
DP: Paul Tolton
Editor: Ronni Thomas
Visual Effect Director: Vince Rose
Interactive: WIREWAX, New York
Project Directors: Dan Garraway & Steve Callanan
EVP Product: Tim Strobl
Developers: Jennifer Mah, Arjun Sathe, Sam Bass, Pradeep Chandrasekaran, Tim McClure
Creative Lead: Jennifer Mah with assistants Steve Poxson, Charlie Potter
Project Managers: Darian Chorndolosky, Samir Ghosh
Analytics: Bea DiCarlo, Richard Nias
Boma | Camp Sugar Brand Identity
Rebel Wilson's Directorial debut “The Deb” premiered as the closing night film at this year’s Toronto International Film Festival (TIFF). Adding a touch of creative flair to the film’s debut, the team at Boma helped in crafting the brand identity for Wilson’s production company, Camp Sugar.
“Rebel and her team approached us with this adorable character design and a simple question: ‘Can we make this happen in time for Toronto?’” shares Jason Cohon. “As huge fans of animation, and with such a fantastic concept from Josh and Meredith on Rebel’s team, it was an easy ‘yes!’”
The :05 identity opens in a serene forest scene featuring a hand-carved wooden sign reading “Camp Sugar.” As the camera reveals two hands gently holding the sign, a little girl playfully peeks from behind, inviting the audience into the world of Camp Sugar. Boma was tasked with designing and animating the 3D environment and character, delivering a fully rendered introduction that will serve as a long-lasting signature for Rebel Wilson’s films for years to come.
“We had so much fun making this and hope to be able to do many more unique versions for all of Camp Sugar’s films.”
Based in Los Angeles, Boma was created to fill a need for quicker turnarounds and tighter budgets while maintaining quality at the highest creative level. With a fully remote pipeline, global partnership across three continents and a team of senior creative talent, Boma is equipped to scale projects rapidly, regardless of budget or timeline constraints.
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