“The Gang” is back for their fourteenth season of shenanigans.

What better way to capture a cast of characters this rowdy than putting them in the squared circle. Taking cues from decades of over-the-top pro wrestling aesthetics, we assigned each character a custom ring persona complete with costumes, names, logos, and even theme songs.  

The fans wanted more, so we had to show the secondary cast some love too.

Social Media Campaign

We were lucky enough for FX to bring us on to keep the project going through the social media campaign. OH YEAH!

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Taking cue from classic trading cards of our youth, we created a series of digital cards for each of the new wrestling personas including bios, stats, and even a fun fact for each character.

The fans were so hyped on the wrestling personas from our key artwork campaign that we just had to bring them to life. To help build anticipation for the season premier we created a countdown consisting of motion posters for each of the main characters from the show. 

Each animation served as the debut of the character’s wrestling names and also featured iconography and graphics related to each of their personas. We capped it all of with sound design and custom entrance music for each of the degenerate grapplers. 

Every fan wonders how their favorite wrestlers stay so jacked. With this series of training cards, littered with show references, followers could train at home to grow up and be big and strong just like their favorite members of the gang... or as strangely shaped as Frank.

Wrestling and video games are a timeless tag team, so we built out a series of retro 8-big gifs for stickers, reactions, and even a mobile game.

Settling into the season like a stool at Paddy's, we transitioned to more on brand activations like these bar napkins drawn by the gang that served as previews of the week's episode.

Few films are as monumental as Thundergun, a fictional action film series that is a recurring subject throughout the many seasons of Sunny. When we found out there was another sequel to this iconic series, we just had to make our own teaser trailer for this episode specific activation.

Nothing we made could ever be as funny as the show itself, as highlighted in this series of branded quotes from each week's episode.

Every episode we put out a call on twitter to ask fans their favorite #WildCard moments from the show. We would then give the best answer a shoutout and immortalize them on the official Always Sunny Wild Card of the week.

Sunny fans are an interesting breed. To get a peek at the inner workings of this rabid fan base, each week we would request followers share their #SunnyConfessions - a nod to Mac's strict catholic beliefs. The answers we couldn't share were A LOT... even for us.

Imagine you are walking past a trash bar on a shitty Philly evening, what do you picture? Well, you're not wrong, but that would be weird content for social... Anyway, we pictured bar signs. This season long static activation featured bar signs that served as recaps of the week's episode.