AHS “Night Bites” Bakery
FX
Associate Creative Director, Copywriter
I copywrote the winning proposal. In production, I led experience scripting and guest programming.
☞ 2022 Ex Awards: Highest Honor (Best Multichannel Event Campaign)
☞ 2022 Bulldog PR Awards: Gold (Best Arts & Entertainment Campaign)
☞ 2022 Clio Entertainment: Shortlist (Experiential: Television)
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CHALLENGE:
FX came to us with two new additions to the American Horror Story franchise: "American Horror Stories," a brand-new spinoff series, and "AHS S10: Double Feature," a dual-storyline season set in a beach town crawling with vampires. FX needed to unite both premieres under a single fan experience while sustaining engagement for the months between them. We needed to keep fans chasing the mystery and coming back for more.
INSIGHT:
Most horror activations focus on fear. AHS fans aren't just scared. They're obsessed.
IDEA:Welcome to NIGHT BITES, a bakery that served fans everything they crave about AHS.
Three immersive pop-up locations, styled like boardwalk bakeries in NYC, LA, and Provincetown (the real-life setting of AHS Season 10), served AHS-inspired cookies designed with Funny Face Bakery, hid Easter eggs and horror surprises throughout the space, and invited fans into the world of Double Feature.
But the bakeries were just the beginning. A weekly limited-edition cookie drop on an immersive website let fans nationwide get in on the hunt. Cookie designs teased past AHS seasons and hinted at Double Feature's upcoming twists, fueling theories about what was coming next.
Each drop sold out in minutes.
RESULTS:
FX made AHS a summer-long obsession.
98-Day Campaign
10,727 Cookies Served
203M+ Press Impressions
2.5 Min Average for a Cookie Drop to Sell-Out
1.5 Hours Average for Location’s Reservations to Sell-Out
170 Sweepstakes Winners
