"the game is rigged" - the system
Let’s go back to the 1980’s, where crack began: Los Angeles. This campaign aimed to attract and hype up FX’s Snowfall Season 2. In order to do that, we dove deep into the mindset of the LA culture, show characters, and the play or get played drug game.
The System.
It’s everywhere, competing with us, working against us, pushing some down while lifting others up. Fans and newcomers are immersed in The System by walking in the shoes of our Snowfall characters in a world of bad choices, where the only hope appears in the form of a seductive drug that can lead to immense fortune—or utter devastation.
The following brand activations and tactics begin to draw the parallels between the Snowfall era and our own. The System is still with us today.
It’s up to you to CRACK THE SYSTEM.
crack the system
OUT OF HOME
Our campaign kicks off with an outdoor campaign revealing the hidden messages of The System that is all around us. The OOH features hidden messages of current systemic problems and stats that are revealed through the Crack The System Augmented Reality app. Within the environment, we see a stat connected to the perspective of our three main characters who are trying to beat the system while also pushing to the season premiere.
In major urban centers, we’ll take our OOH campaign one step further with postings that replicate the look of a graffiti tag to reveal The System’s hidden messages. Graffiti became an authentic way to create gritty and visceral take on communication between rival drug empires made a reality via augmented reality enabled wild postings.
A URL beneath the tag directs users to a website. Visit the site & hold your mobile device up to see the tag transform into an eye-opening statistic through an engaging AR animation featuring Snowfall characters.
AUGMENTED REALITY EXPERIENCE
Pre-launch, we’ll release an AR experience called “Crack The System” that will be promoted through OOH, influencers, and social. You can choose to play as Franklin, Lucia, or Teddy, with different character journeys for each—putting users in the shoes of our heroes as they take on The System.
Open the app to see a pile of money on the table before you through the magic of AR. Do you buy coke or a car? Depending on your choice, the story will spiral into different directions— leading you to the lap of luxury or the depths of despair. Each fork in the road will be accompanied by collectible infographics worked into the environment featuring provocative statistics and facts related to your Snowfall character.
DIGITAL & ON-ON AIR PROMOS
On-air, we’ll use our graffiti-influenced visual language in animated lower thirds that promote Snowfall across Fox networks. Digital advertising incorporates our visual style into website takeovers, social, & stand-alone banners.
more to come.