FOX NETWORKS | #OUTCASTART

CLIO GRAND WINNER - Pitch-winning Creative, Director and Editor for an experiential and digital campaign.

FOX Network wanted a big, global launch their new sci-fi drama Outcast. The drama was based on a comic book created by Robert Kirkman and artist Paul Azaceta. 

We decided to zone in on comic book fans, get them excited, talking, and spreading the word on FOX's behalf, by giving them something they couldn't resist. 12 Azaceta comic book panels X Globally renowned street artists X Live action reveals.

In the run up to the series launch, 12 commissioned artists created their own interpretations of Azaceta's panels, before painting them onto iconic buildings and at Comic Cons around the globe.  The panels were revealed out of sequence, to build intrigue around the scene they would finally reveal.

As a bonus, fans that visited the artworks were able to unlock exclusive show content using geolocation triggers.  After being revealed OOH, the artwork panels then appeared in a comic book page on the campaign microsite.

#OutcastArt achieved unprecedented dwell time and organic social impressions.  The Outcast premiere drew a record 26 million viewers outside the USA and the biggest total reach for a single episode in Fox Networks Group’s history.