FX - American Horror Story

experiential, digital

FX was launching their newest show, the psycho-sexual thriller, American Horror Story. They wanted to promote the show and get fans in TV and horror communities excited.

I worked with Campfire NYC to concept and create a campaign that would build excitement, help foster a fan base for the show's launch, and build a mythology around the show's themes for fans to speculate about.

The campaign featured a website where visitors could explore the house from the show throughout its existence in time and fill it in with clues (both physical and digital) that they received from FX. Hundreds of physical and digital artifacts were created for fans. Everything from cakes that bled when you cut into them, to petri dishes that formed letters when you baked them, to a series of scandalous photos that revealed a more sinister hand at play.


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