Sex&Drugs&Rock&Roll

This FX show lives and dies on attitude: loud, reckless, and completely self-delusional.

So the campaign didn’t try to explain the band. It spoke as them.

Instead of a single concept, I built a stream of content that captured the band’s ego, dysfunction, and warped rockstar logic, all delivered across formats that felt native to fans’ feeds. Each piece functioned like a glimpse into how these characters see themselves… not how the world sees them.

We tapped into the visual language of rock history – concert tees, album covers, gig posters – and twisted them through the band’s inflated sense of greatness.

Familiar formats made the content instantly recognizable. The attitude made it feel specific.

CONCERT TEES

ANIMATED STORYBOARDS
To excite fans for the new Assassins music video release, we took clips and digitally reworked them to appear as if the storyboards were transforming into video.

'90's ALBUM COVERS
As the 90's were the height of the band's fame, we stuck to iconic album covers from that era.

GIG POSTERS
These band promo posters revealed the inner thoughts of the members of the Assassins, and how they truly saw each other. 

JOHNNY'S TIPS TO ROCK OUT
Using Johnny as the voice of the campaign, we created a series of tips, quotes, and “wisdom” that walked the line between confidence and complete delusion. Short-form videos, graphics, and social posts all reinforced that same perspective, keeping the character consistent no matter the format.

POP-UP VIDEOS
We created a series of throwback videos inspired by the 90’s era trend.

WEEKLY SHOW ASSETS
As the season unfolded, the campaign evolved with it, dropping new content tied to storylines, conflicts, and character moments.

The result was a feed that didn’t promote the show. It behaved like the band.