"American Horror Story: Cult" Broadcast Promo Campaign Montage

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Right Word Media
Wednesday, Nov. 15, 2017

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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.”

Credits

Client: 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

Discipline: 
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