FX's Welcome to Wrexham follows Ryan Reynolds and Rob McElhenney as they take ownership of the third oldest football club in the world. The promo package needed to capture a show that is equal parts comedy and underdog sports story, with a tone set by two famously irreverent leads. The challenge was building a campaign cheeky enough to match their voice without undercutting the genuine heart at the center of the series.
The campaign is anchored by a mascot with attitude. The iconic Welsh dragon is reimagined as a beer drinking, football playing character, paired with playful animated typography and illustrative elements. The dragons carry the humor and drive the narrative, letting the package wink at the audience the way the show does.
The boisterous style draws directly from the show's leads, Ryan Reynolds and Rob McElhenney. The campaign speaks in their voice: confident, self aware, and never too precious.
