To promote the second installment of American Horror Stories Season 3 during the peak of spooky season, the campaign aimed to engage fans in a fresh, creative way that had never been done before by the franchise. The goal was to blend horror with humor, capturing the attention of both longtime viewers and Gen Z audiences in a culturally relevant and highly shareable format.
To achieve this, FX leveraged the franchise’s iconic voiceover talent to create a social-first promo infused with Gen Z slang and eerie, spine-tingling clips from the new season. This spot was designed to celebrate the show’s signature mix of camp and horror, making it both unsettling and hilariously relatable.
The unique execution struck a chord with fans, who flooded the comments with praise for the clever, self-aware approach. The spot quickly became one of the highest-performing creatives of the entire campaign, proving that even a well-established horror franchise can reinvent itself in bold, unexpected ways.
