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There Is No Box: Brand Positioning

To bring to life FX’s new brand mantra, “There Is No Box,” and help stake their claim as the leader in smart, edgy television programming, FX Networks needed a strategic partner that would showcase their willingness to break rules through provocative storytelling within the digital space. BLITZ became that partner and kicked off the relationship by creating a campaign microsite that revealed FX’s new positioning in the entertainment world.

“There Is No Box” takes the idea of “thinking outside the box” to the next level. FX’s outrageous comedies and dramas are driven by their eccentric characters and diverse personas rather than by complex storylines. To reflect the network’s personality, we structured the campaign like the shows featured¬: driven by innovative, interactive components and without any traditional elements of 2D digital layouts.

We created a 3D, reflective space that supported the candid, unconstrained feel of the box-less theme. Viewers could click on the floating images of FX’s notorious dramas and comedies to launch video previews, submit their favorite FX moments in hopes of it getting airplay during an FX show and could also sign up for an exclusive chance to win an autographed FX Brand book signed by FX stars. Simple video vignettes with intelligent copy positioned the FX brand unlike any other network that shared their prime-time spot. Additionally, the site allowed visitors to share their FX passion and tell the world why there is “no box.”