FOX: Coming Out Mutant

FOX was launching The Gifted, its new Marvel TV series, in Latin America. A show that tells the story of mutant teens being persecuted and hunted down because of their special abilities. It takes place in the same universe as the X-Men. FOX needed an idea to stand out amongst its core viewers: teens. We looked for a connection between these fictional teenagers and real life ones. That connection could make the show more relatable and relevant in a time where new TV series pop up every week.

Among the things that teens share online, one of the most powerful are coming out videos. Videos where they record themselves telling their parents they are different from other teens.That they are gay. We recreated that moment and filmed new coming out videos. But, instead of coming out gay, teens came out mutant, showing their parents their special abilities. A touching and heartwarming moment, just like the real coming out videos. But ours ended with a bleak twist. Sirens approached the home and a tagline introduced teens to The Gifted: What if you were hunted for being yourself?