A collaboration between FX, Lead Dog Marketing and Sitelines.
The FX channel wanted to get the word out about their new show, "The Americans". We paired up with Lead Dog Marketing to come up with a way to get attention in a big way. Since the show is based upon two Soviet era spies living undercover in 1980s America, it launched the idea of creating a staged event involving military subject matter. Playing off the theme of secrecy and shadow warfare, it lead to a direction of creating an illusion of a real Soviet submarine that recently surfaced through the ground floor of a busy shopping mall in downtown Hollywood. Going even further, the crew of the submarine would act along, as if it was surely not a drill. Leaving a shocked and alarming impression on those who witnessed the occurrence.
Credit: FX. Lead Dog Marketing. Siteline Productions Inc.