FX
FX Adults Campaign
FX tapped Archrival to develop digital, social, and OOH assets that sparked intrigue and streams among Gen Z for the première of their comedy series, Adults.
The Challenge
FX tapped Archrival to lead the creative launch of Adults, a bold new comedy series about a group of friends in their twenties experiencing adulthood in Queens, New York. With media buys already locked in across social, streaming apps and OOH, they needed a creative partner to bring the show’s raw, raunchy voice to life across every placement. The twist? The creative also needed executive approvals from FX and Disney.
Our Approach
Archrival was brought in as the lead creative force behind the campaign. With early access to the show’s scripts and episodes, we immersed ourselves in the world of Adults to distill its core identity: messy, real, and unapologetically human. From there, we developed a creative platform that mirrored the show’s tone — one that could flex across placements but stay true to the voice of the series.
Every asset we created was rooted in narrative intent: not just to promote the show, but to behave like it. Every channel became a space for storytelling — humorous, awkward, and a little bit chaotic — just like the show’s protagonists navigating the mess of adulthood.
Bar and Nightlife Venues
We designed unconventional placements that would catch people off guard in the kind of chaotic environments the show celebrates. From bar napkins, bathroom mirrors, and even tampon dispensers, every line of copy was crafted to turn a mundane moment into a “WTF is this?” moment, sparking curiosity and ultimately awareness for Adults.
Influencers & Meme Accounts
We developed bespoke creative concepts that highlighted themes of the series for popular influencers and meme accounts spanning 100K- 2M+ followers.
The goal: make Adults feel native in feeds, not like an ad drop.
Key Market OOH
Static overlays and mini billboards (think: taxi toppers, bus stops, subway panels) were brought to life with character-driven design and irreverent headlines. Each execution teased the show’s energy and voice, creating intrigue in the wild while staying true to the DNA of the series.
Grindr, Tinder, Reddit and Uber
Here’s where we really blurred the line between platform and show. We created mock dating profiles on Tinder using characters from the series, staged cheeky convos as ad content on Grindr, inserted outrageous Adults clips into Uber wait screens, and planted humorous questions into Reddit threads about adulthood panic. These placements didn’t just advertise the show to young people, they become a part of their universe.
The Result
Promotion for Adults saturated the touchpoints most meaningful to Gen Z. From scrolling through TikTok, grabbing a drink at a bar, or calling an Uber home, we built the momentum that got audiences eager to binge by première night.
