SHŌGUN — SAMANTHA MCROBERTS

Feudal Japan won't unite without a fight.

FX’s Shōgun, based on James Clavell’s bestselling novel, is set in Japan in the year 1600, at the dawn of a century-defining civil war. “Lord Yoshii Toranaga” (Hiroyuki Sanada) is fighting for his life as his enemies on the Council of Regents unite against him, when a mysterious European ship is found marooned in a nearby fishing village.

**Forest Portraits**: Our character portrait series for Shōgun debuted as the first series of assets following the first trailer, prior to the Key Art release. The portraits were accompanied with a short copy line introducing fans the characters. These portraits also highlighted the aesthetic beauty of the costumes.

**On-Set Social BTS**: Our team had the opportunity to have a social embed on set during the filming of FX’s Shōgun. Given the vastness of the sets and complexity of the show, we knew we had to create some stellar behind-the-scenes content to show fans what went into creating this epic saga. This content gave fans an exclusive glimpse into the meticulous craftsmanship and cultural authenticity behind the series.

Themes included Hair and Makeup, showcasing actors' transformations; Costume Design, highlighting historical accuracy; VFX, demystifying digital magic; Weapons Training, showing combat preparation; and Instructional Segments on cultural etiquette when it came to bowing and walking in Japan in the 1600s.

This content garnered significant organic earned media and played a crucial role in building a strong fan base. It fostered a deeper emotional connection with the audience, leading to increased engagement and loyalty. Our innovative approach set a new standard for fan engagement and significantly contributed to the series' success.

**Poetry of Life & Death:** This video series served as a pre-premiere teaser, offering insight into our main characters' motivations.

HIGHLIGHTS

The Shōgun social handles grew to over 250K followers, driven by the success of the first season.
Social media assets for the first season garnered over 140M+ video views and 5.5M+ engagements.
An Instagram Reel posted on ShōgunFX celebrating the red carpet premiere went viral 8.4M+ organic views and 275K+ engagement.
We launched FX’s largest influencer marketing campaign, partnering with 14 creators to connect with audiences through relevant content aligned with the show’s themes. The campaign garnered over 2.5M+ video views and 268K+ engagements.
Project managing FX's biggest marketing campaign ever, our social team worked with five agencies to develop the best assets for the series.
We initiated the department's first full-scale social outreach campaign, securing 35 earned exclusive outlet placements and 25 synergy placements, resulting in over 100 social media posts.