We had a specific strategy to make the internet stop talking about cats and start talking about Future Man. It was simple, really. Take the absurd tone of the show and splatter it across every single thing we did. Scripting and producing special shoot concepts, creating gleefully bizarre social content, eating sandwiches, lovingly crafting award-eligible reactive...these are some of the many things we did while having a blast on this campaign. But enough about sandwiches - let's see the work.
In the second season (spoiler alert!) it turns out that the heroes of our show totally failed in their initial efforts to save the world. No problem. We decided to lean into their complete lack of success with a series of inspirational posters that paired sarcastic messaging with show footage.
Nothing says Future Man Season Two like a series of limericks about each of the main characters. Okay, fine, it doesn’t really have anything to do with the show, but we’re happy to say they let us do it anyway.
To remind fans of what they’ve been missing, we provided mini recaps of Season One by using IG polls to ask a series of absurdly specific questions each of which had one clear answer - Future Man.
Because our characters have all seen the future, they know a lot of things we don’t. Even strangely specific things like whether or not you achieved your New Year’s resolution. With this in mind, we created a bank of character responses to common New Year’s resolutions to use as reactive across social media.
We found that across social media a lot of women were sending messages to their “future man.” We couldn’t resist. Responding from the official show account, we announced to these unsuspecting women that their Future Man had arrived.
In the future, most people are too busy trying to survive the dystopian hellscape to have the time to create memes. But that didn’t stop us from imagining what they would look like...
The future doesn’t look that great. And it sounds even worse. We compiled a medley of these unsettling future sounds for this scroll-stopping asset.
A lot has changed in 142 years. So we enlisted our cast to help explain the lingo of the future in this series of videos where they define some of the show’s more unusual terms.
With a combination of scientific wonder and outright absurdity, we created this series of short videos that allowed Stu to share his optimistic and sometimes unsettling visions of the future.
Most of the show is not safe for work. So we provided fans with these “Now safe for work” episode cutdowns. Very short. And very sweet.
With the advantage of having seen over a century into the future, we knew exactly how critics were going to respond to the new season and provided fans with these ridiculous reviews from the future.
Grandma’s cross stitchings just got a little weird. We juxtaposed quaint home decor with the bizarre and raunchy world of Future Man in these ridiculous social pieces.
These dynamic then and now video assets reminded fans and caught up new recruits as to where we left our story. Specific to each character, these pieces put a humorous spin on the dramatic changes from last season.
These often inappropriate and always ridiculous GIFs were lovingly crafted and then peppered across our campaign.