CAKE is an irreverent content block made up of short bits of live action and animation that live as a whole series on FXX and also as individual shows on FX on Hulu. Going into its fourth season, the folks at FX were looking for a way to refresh audiences on what the show is, while highlighting the off kilter humor and spirit of CAKE. We pitched the idea of using the overly didactic (and slightly condescending) pictograms from instruction manuals as inspiration for a series of spots. Working with the FX creative team, we brought the spots to life with purposely simplistic illustrations, a soothing Swedish VO, and “instructions” that had a penchant for tangents into the surreal and philosophical, all while getting the basics of what the show contained (and where and how you can watch it) across. Güd
