This season of FX’s American Horror Story Delicate is inspired by Roman Polanski’s Rosemary’s Baby – except with a modern twist. Our challenge was to appeal to existing fans of the American Horror Story franchise, and to attract new viewers, particularly anyone interested to see uber famous reality star Kim Kardashian in her first ever acting role. To shock audiences worldwide, we wanted to depict this famous reality star – one whose face the world is widely familiar with – in a new and entirely different look, while still delivering the stylized horror and fun dedicated viewers expect.

The teaser opens with the blinding light of a fertility clinic medical lamp. Our heroine leans back for a kiss from her husband as a wicked nurse holds up a syringe of spiders. And so begins a fever dream into a ritualized fertility dance of horrors. A large spider comes into view and women twist and writhe as the fertility ritual continues – set to a haunting lullaby. The flash of an impregnated egg, a queen pregnant with a giant spider turns to camera as the imagery escalates into a chase. Will our heroine escape the clutches of fertility witches? A montage featuring the three lead actresses engaging directly to camera with flair sets the stage to tease the audience with themes for the new season to come.

This teaser created a media sensation and garnered tens of millions of viewers worldwide. It increased engagement – reaching new audiences for a television show in its 12th season. Kim Kardashian is one of the most highly followed accounts on Instagram in the world, so when she posts, millions of eyes see.