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FX Network: Upfront Presentations

We’ll focus on the big story and keep it brief.


After creating and producing a series of branding and consumer advertising campaigns for FX,  the ad sales department commandeered IC to rescue an upfront presentation that had veered off the rails. It was a dramatic beginning to a long and eventful journey.


Following that successful intervention, IC won the project through a competitive creative pitch for 10 of the next 12 years, creating and producing the FX Networks’ upfront until it was absorbed into a single NewsCorp upfront presentation.


Across those years, Industrial Creative perfected a comprehensive approach to the upfront presentation that included strategy and concept, scripting the event, the slide presentation, sizzle reels, invitations, room dressing, collateral, branded premium items, contests and more. Our presentations were credited with helping the network consistently reach unprecedented levels of advertising sales, year after year.

Two of our recent efforts are showcased below.


To accommodate its growing movie and original series lineup (and to take advantage of the channel positions of the shuttered Fox Soccer cable channel), FX added a third network to its branded group. FXX became the home for The League, It's Always Sunny in Philadelphia and the entire run of The Simpsons. "The Brand Exxpands" was Industrial Creative's story for the advertiser community.


The FX Networks had been uniquely positioned to deliver many demographic groups to advertisers, with shows and movies able to be pitched at all four quadrants. With the addition of the streaming service FXNOW, the network could expand its claim of growing reach and delivery. "Got You Covered" was our way of communicating this message, with a strong angular visual component to reinforce the line.

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