CAKE INSTRUCTION MANUAL
- Animation
- Concept
- Design
- Scriptwriting
BRIEF: EXPLAIN THE CONTENTS OF A HARD TO EXPLAIN SHOW
CAKE is an irreverent content block made up of short bits of live action and animation that lives as a whole series on FXX and also as individual shows on FX on Hulu. Going into its fourth season, the folks at FX were looking for a way to refresh audiences on what the show is (and where and how you can watch it) while keeping the off kilter humor and spirit of the show in mind.
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SOLUTION: AN INSTRUCTION MANUAL WITH A MIND OF ITS OWN
We pitched the idea of using the overly didactic pictograms from instruction manuals as inspiration for a series of spots. Working with the FX creative team, we brought the spots to life with simplistic illustrations, a soothing Swedish VO, and “instructions” that had a penchant for tangents into the surreal and philosophical, all while getting the basics of what the show contained across. Güd.
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