Dave on FXX

Project C

Creative Lead + Designer + Editor

The Ask: Create a non-linear digital campaign that drives both new and returning fans to Dave's premiere on FXX and sustains viewership momentum on Hulu post-premiere.

The Idea: Dave's show is about the intersection of hip-hop culture and digital-native storytelling—so our campaign needed to live authentically within that ecosystem. Rather than traditional TV promotion, we embedded the show within the cultural moments and platforms where Dave's audience actually lives. We leveraged emerging technology and strategic cultural timing to create touchpoints that felt native to hip-hop culture, not like advertising interrupting it.

The Execution:

• Virtual Event Integration: Activated at virtual events like ComplexCon, meeting audiences in digital spaces that replaced traditional in-person cultural gatherings during the pandemic era.

• First-to-Market AR Innovation: Developed a branded AR beat machine on Snapchat—the first of its kind—allowing users to create music in Dave's style while organically promoting the show through user-generated content.

• Platform-Native Content: Created custom paid content for TikTok that felt authentic to the platform's creative culture rather than traditional advertising formats.

• Cultural Moment Targeting: Strategically placed content around relevant cultural events, including a full-page XXL takeover timed to their influential Freshman List drop, inserting Dave into hip-hop's most anticipated annual moment.

• Cross-Platform Journey: Designed touchpoints that guided audiences from cultural discovery through FXX premiere viewing to sustained Hulu engagement.

The Result:

• Innovation Leadership: Launched the first branded AR beat machine on Snapchat, establishing a new creative benchmark for music-focused entertainment marketing.

• Cultural Integration: Successfully embedded Dave promotion within authentic hip-hop cultural moments, driving awareness through relevance rather than interruption.

• Multi-Platform Success: Achieved strong performance across both linear FXX premiere viewership and post-premiere Hulu engagement, demonstrating effective audience transition between platforms.

• Technology Adoption: Proved the viability of AR and virtual event marketing for entertainment properties, influencing future campaign strategies across the industry.