IT'S ALWAYS SUNNY IN PHILADELPHIA

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CONCEPT | DESIGN | ANIMATION

For eight years now we’ve had the strange pleasure of making animated promos and graphics for this obnoxious yet iconic comedy. Our first package turned Paddy’s Pub into a man-eating monster that barfed up the gang and then promptly licked them back up again. Not weird enough for you? Well, FX’s brief for each subsequent season has been, “Make it weirder.” Thank you, FX.

For Sunny’s 14th season, FX asked us to create a :15 teaser to air at San Diego ComicCon. They were willing and eager for us to go out on a limb, so our treatment was this:

CONCEPT: BAD FLUTE

EXECUTION: The gang tried to make an animated promo.
Bad drawings. Weird cuts. Awkward timing. Strange close-ups. Uncomfortable loops.
Frank drops a cryptic one-liner.
There’s a bad flute rendition of the theme song.

Toss in a couple of left-handed doodles and we’re golden. From there we developed the concept into devolving character loops, scrawling lines, and inappropriate emojis.

The episodic package took things a step further with a whirlwind graphic ID, individual character IDs, custom deteriorating typography for interstitials and countdowns, viewer advisories, and social components.