Preparing for its fully restored pop-culture phenomenon THE X-FILES to re-enter national syndication, 20th Television called upon 2C Creative to produce a promo campaign designed to attract the next wave of fans – simultaneously capitalizing on the heightened interest around the franchise’s all-new chapters that premiered in early 2016.

2C answered with three completely unique and powerful spots—each with its own way of giving the iconic series a current, relatable draw. The campaign, designed to roll out in phases, started with a bold graphic tease that juxtaposes some of the series’ quintessential iconography—UFOs, aliens, guns—and catch phrases.

This next phase featured a promo themed around paranoia and redaction, with jump cuts and blurred images suggesting that the government doesn’t want viewers to see this footage.

Finally, the campaign’s third phase tapped real-life comic book artist Gregbo Watson, who happened to be a huge fan of THE X-FILES work with the 2C team in transforming the series’ narrative into a dynamically moving graphic novel.

The latest chapter of THE X-FILES captured the attention of tens of millions of viewers around the world with its record-setting, two-night return to FOX in January 2016. Premiering within 24 hours on FOX in the U.S. and 80 countries internationally, the series delivered more than 50 million viewers, and set new ratings records in multiple markets.  Two episodes from previously aired seasons of THE X-FILES are presented Thursday’s on MyNetworkTV. Additionally, the program starring David Duchovny and Gillian Anderson airs across the country in weekend syndication.