Case Study: FX drives Gen Z buzz and streams for Adults with Archrival

FX sparks Gen Z interest with Archrival across 100K–2M+ influencer audiences

FX, a cable and satellite television channel, tapped its creative vendor Archrival to lead the launch campaign for its new comedy series "Adults." The challenge was to develop digital, social, and out-of-home (OOH) assets that would resonate with a Gen Z audience and bring the show's raw, raunchy voice to life across all placements, while also securing executive approvals from FX and Disney.

Archrival developed a creative platform that mirrored the show's tone, creating unconventional assets for bar and nightlife venues, influencer and meme accounts, key market OOH, and platforms like Grindr, Tinder, and Uber. The campaign saturated the touchpoints most meaningful to Gen Z, successfully building momentum that made audiences eager to binge the series by premiere night.

FX