To build anticipation for Fox’s June launch of Outcast, the network launched the global campaign #OutcastArt. The campaign involved commissioning 12 graffiti artists to create 12 pieces of art based on a storyboarded scene from episode one, drawn by Paul Azaceta—the artist behind the comics upon which the series, created by Robert Kirkman (Walking Dead) is based.
From Sydney to Stockholm to Singapore, each mural representing one panel from the scene was unveiled over the course of a week in 12 cities around the world. Each piece was uploaded to the website outcastart.tv (accessible outside the U.S.), where fans could access immersive content and watch the artwork unfold until all12 panels came together to create the complete comic book page.
Fox then launched a reveal video to bring the whole scene to life, and the campaign generated buzz in over 125 countries across the globe.
The promo video explains how it all came together.
FOX Networks Group
SVP of Global Marketing: Alexandra Marinescu
Marketing & PR Manager, Europe & Africa: Antoine Chapuy
Digital Manager: Rodrigo Bujan
Marketing Director, Germany: Karin Zipperling
Marketing Director, Italy: Davide Brunetti
Red Bee Agency
Creative Director: Ruth Shabi
Director: Emma Robinson
Digital Creative Director: Katrina Howell
Technical Director: Bharat Trivedi
Account Director: Francesca Chang
Producer: Emma Nichols