To promote the return of Twentieth Television’s The X-Files in weekend syndication and on MyNetwork TV, Miami-based 2C Creative created a trio of stylistically diverse spots.
“As a fan of the original series, it was fun to go back and promote the series in a fresh and unique way,” said 2C Creative’s Eric Gardner. “And knowing we had the opportunity to turn a whole new generation of viewers into fans made this project that much more rewarding.”
The campaign, which is designed to roll-out in phases, starts with a bold graphic tease that juxtaposes some of the series’ iconography — UFOs, aliens and guns, to name a few — against some of its famous catchphrases.
Phase two is composed of live-action clips from the series, using jump cuts and blurred imagery to heighten the suspense and mystery.
And phase three is designed in classic comic-book style, tapping real-life artist Grego Watson, an X-Files fan himself, to draw the panels.
Twentieth decided to bring The X-Files back to syndication after Fox’s six-episode reboot of the series last January did well on the network. Two episodes of the series also are airing each week on Fox-owned MyNetwork TV.
SVP of Marketing & Creative: Richard DuMont
Director of Marketing, On-Air Promotions: Jasmine Walker
Coordinator of On-Air Promotions: Hiroko Domes
Chief Creative Officer: Chris Sloan
Writer/Producer: Eric Gardner
Editor: Jeff Morelli
Producer: Michael Berkman
Design Director: Luis Martinez
Production Manager: Nikki Coloma
Director of Operations: Robert Armstrong
Designer: Jessica Musumeci
Comic Book Illustrator: Gregbo Watson
Sound Mixer: Cesar Haliwa