Digital Campaign my roles: concepts, scripts, all copy, creative direction
FX’s Baskets lives in an awkward, absurd world. So I thought the campaign should as well.
Instead of marketing it traditionally, I treated the main character like a real person.
To introduce the character to the public, I built an online presence for the rodeo clown though an aggressively terrible website, as if Chip Baskets himself designed and developed it. Complete with broken links, a visitor counter, and hilariously awkward video testimonials, Chip's site was responsible for zero actual hires.
I wrote and directed each of the "testimonial" videos.
Then I took it further.
In an FX first, I partnered with LinkedIn to create and manage an actual profile for Baskets the Clown – allowing fans to message the character and interact in a unique and genuine way.
The campaign didn’t just promote the show, it extended the character into the real world.
In the voice of Chip Baskets, I posted weekly articles, photos, and “Employment Tips” for other out-of-work rodeo clowns.
SEASON 2
For the second season, I created a series of original social content pieces.
In "Channel Surfing with Mrs. Baskets" I wrote and directed a VO performance from Louie Anderson.
I also returned to more "created by Chip" content, making a political-style attack ad promoting Cloons (not Clowns!), as well as a Dada-inspired audition video in which Chip never even bothered to buy the rights from Shutterstock.
I also explored the many fictional courses offered by Chip's brother Dale at his low rent career college.
To help promote FX's Season Two teaser campaign I also created a series of missing posters made by Chip's loved ones – but which invariably showed what little love they had for Chip.
