Always Sunny Social Campaign

Always Sunny
Social Campaign

Graphics + 3D Motion Design

For season 16 of 'It's Always Sunny in Philadelphia' our team was tasked with creating the full social media campaign. As the sole designer on the project I had a lot of latitude to explore and utilize a wide variety of techniques and media to help make the campaign effective and memorable.

THAT'S A LOT OF SUNNY

3D and Title Graphics

With the project brief stating that the show runners wanted the campaign to have a late 90's aesthetic we conceived, wrote, and produced this homage to the famous 'Now That's What I Call Music' commercials of the period. I created all of the 3D and 2D graphics and the piece was shortlisted for the Cleo awards.

WEEKLY TUNE-IN GRAPHICS

Photoshop + Layout Design

Building off of the theme of the promo spot, we created weekly tune-in graphics that repurposed classic album covers to feature the Sunny gang in situations relevant to the upcoming episode. At the end of the season I designed a fake mail order form that collected all of our tune-in graphics in one recap asset. These were so well received that some committed fans even printed and produced them.

NOW STREAMING GRAPHICS

Design + Image Selection

For the weekly tune-in graphics we created a template based on the season's guidelines and paired it with compelling imagery from each episode to tease out the upcoming story.

[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }

IN-WORLD RECIPES

Photoshop + Layout Design

The FX team asked us to create assets to share recipes from the new 'Always Sunny Cookbook'. With no specific instruction on the execution, I decided to create an in-world asset that put fans inside of the famous Paddy's pub. The seamless scrolling carousel lets viewers read the recipe right off of the show's famously dingy bar top.

Always SunnySocial Campaign

Always Sunny
Social Campaign