20th Television's THE X-FILES Promo Campaign

Preparing for its fully restored pop-culture phenomenon THE X-FILES to re-enter national syndication, 20th Television called upon 2C Creative to produce three completely unique and powerful spots—each with its own way of giving the iconic series a current, relatable draw. The campaign, designed to roll out in phases, started with a bold graphic tease that juxtaposes some of the series’ quintessential iconography—UFOs, aliens, guns—and catch phrases. This next phase featured a promo themed around paranoia and redaction, with jump cuts and blurred images suggesting that the government doesn’t want viewers to see this footage. Finally, the campaign’s third phase tapped real-life comic book artist Gregbo Watson, who happened to be a huge fan of THE X-FILES work with the 2C team in transforming the series’ narrative into a dynamically moving graphic novel.