Objective
Fairfax is an adult animated comedy about hypebeast culture and just how hard it is to define yourself in it. To authentically tap into this audience, the campaign had to reflect that world to its fans, while also satirizing it, creating a unique blend of substance and parody, all wrapped up in a relatable coming-of-age narrative featuring its main characters.
Strategy
To accomplish this, my team at hi5.agency, identified a creative rollout that introduced our young, underdog heroes to the world in a variety of ways that made their status clear. Throughout the premiere of season 2, we created custom illustrations of the crew waiting for a drop, placing them (where else?) at the back of the line, while also releasing motivational posters showing off their commitment to the hustle. additional pieces treated the premieres of the seasons and weekly episodes as their own drops, hyping up fans through the campaign.
The Result
By creating these unique, fourth-wall-breaking activations, Fairfax had a social media presence that stood out, communicating the shows's unique sense of style and voice to its prime audience, and securing multiple season renewals.
My Role
I got to jump into this hilarious campaign during the season 2 premiere. I helped to create a series of quote cards that highlighted memorable clap backs from the show. This series was designed to break outside the normal structure and having the large quote directly over the images.
Drops come and go but gang gang is forever.
