FX – Wilfred Promos

To promote the new FX series “Wilfred”, starring Elijah Wood and Jason Gann, the team at FX Networks approached us to work with them to create a toolkit for use in broadcast, web, and print.  A variety of titles, character designs, and graphic styles were developed over the course of our collaboration resulting in a decidedly low-fi look that could be easily carried over to various media.


The show centers on Wilfred, the new hot neighbor’s dog who appears to Wood’s character as a sociopathic man-dog in a grey furry suit, but as a normal dog to his owner and everyone else. Wilfred’s motives are that of a dog protective of his owner while also possessing the sensibilties of a loafing, beer drinking, pot smoking, oversexed male.  During our time with FX, we explored extremely crude and coarse narratives taking cues from Wilfred’s unique character traits along with softer, more innocent canine conventions.


We delivered four final animated sequences in addition to high resolution elements for print usage.  These projects were created using sequentially cut paper shapes, hand drawn titles and illustrations using pencil and ink, and photographed charcoal and eraser textures all later combined in the computer.


As this project was a toolkit of elements intended to be combined with other show materials, we compiled a short montage which includes the final animations and glimpses behind the scenes of our process during our collaboration with the fantastic team at FX Networks.


Be sure and check out the “Wilfred” series premiere tonight at 10pm (June 23).  Like Spencer Tracy said, “There’s no such thing as a bad dog.” Well, except maybe Wilfred.

Link to QuickTime Version and Stills
Montage Audio Track: “Salvo” by Impactist