CAKE INSTRUCTION MANUAL
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.
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.