FXM

Inspiration for concepts can come from anywhere. Creative direction takes on many complimentary functions, sometimes in the form of audio, as a composer and producer. In this capacity with the team at Imaginary Forces, we worked to create a specific feel for the branding of the new all movie FX Network, FXM. Supplanting the network correctly in the landscape of movie networks was key. The FXM's modus operandi was to be more entertaining and polished than the IFC, yet more artsy and indie than the more established HBO/Showtime set while appealing to a saavy 30-45 demographic. Sharpening our focus on the films' strong protagonists ended up being the fuel for our branding-- tagged as "fearless"-- describing our characters in the movies curated by FXM as well as the attitude of the network.

FXM Fearless: Drama. The goal was to create a launch campaign for FX's brand new network with a distinct voice articulating the "Fearless" FXM identity. Through this piece we highlight the dramatic aspects of our characters and pull the audience into our bold, subversive world. Using our movie's vignettes there is a layering of elements building through the piece. Picture is given purpose by using music and images to manipulate our emotions, without a word of dialog. This focus creates a hypnotic and dramatic journey for our audience.
 

FXM Momentum: Comedy. This piece is a counter point to demonstrate the humorous aspect of being fearless. The goal was to articulate this distinct voice working in the "Fearless" FXM identity. Through this piece we pull the audience into our reckless, uncivil, and ridiculous ride. Using our movie's vignettes there is a collage of insanity, cued by the beat of a old-world Vaudevillian romp.

FXM Momentum: Action. For a truly great action film, the characters on both the good and evil side need to be strong. The concept of fearless, definitely applies. In order to save the day our hero will have to wrestle with his own character flaws and overcome them. We try to capture this lightning in a bottle, with this dynamic piece.

FXM Momentum: Slo Mo. In this campaign piece, the task was quite different. The quest was to idealize the concept of getting lost in a moment. Furthermore, what does that feel like and how do we express it? There are moments within moments, where time does not seem to exist, and we find ourselves lost in thought. In movies, this can push into the story behind the story. All twelve 20 second vignettes are compiled here.