DEFINITION 6 was asked to conceptualize a series of provocative spots for FXX, an FX network focused on comedy series and feature films, to promote the world broadcast premiere of the movie “Don’t Let Go” starring David Oyelowo.
The creative brief tasked DEFINITION 6 with “magnifying small moments and expanding on the details,” with the goal of capturing the viewers’ attention. The team at FXX embraces the unexpected and make editorial choices that hook their audiences from the very first frame. D6 set its sights on accomplishing that very goal.
Since the film used the idea of communicating across time to stop a murder, our creative lead conceptualized an idea that involved adding visual “time stamps” to the characters on screen. The visual effect had the on-screen character leaving multiple “time-stamp” versions of themselves frozen on screen as they progressed forward through time. The compelling nature of the “time stamp” effect was an immediate hit with both the client and the FXX audience.
DEFINITION 6 was then tasked with creating three distinct promos for the FXX film premiere of “A Beautiful Day in the Neighborhood” about the beloved children’s television host, Mr. Rogers, played by Tom Hanks. Although the movie highlights the storied television career of Mr. Rogers, it also profiled the dark side of Lloyd Vogel (played by Matthew Rhys), a troubled journalist who is assigned to write a story about Mr. Rogers for Esquire magazine. Since the target audience for FXX are Gen Z and millennial men between 18 and 35 years old, the challenge was to create promotional assets about a pre-school educator that would appeal to a young adult audience. DEFINITION 6 delivered by using creative editing and unique sound design to produce assets that were visually engaging, edgy and entertaining.