The goal was to introduce an international audience to FX’s Shogun, a groundbreaking original series premiering on multiple platforms globally. We focused on historic authenticity while at the same time capturing the scope and epic saga at the heart of the series.

The original Shogun mini-series, based on the novel by James Clavell, aired in 1980 to a predominantly American audience, told through a Western perspective which leaned into a variety of tropes and cultural stereotypes. The 2024 FX version aimed for a global audience and focused on telling the story through a Japanese lens. For the series teaser, it was essential that every detail be period accurate and authentic. The production worked with a predominantly Japanese cast and crew, employed a Japanese historian, movement consultant, Japanese stuntmen trained in Samurai traditions and Sengoku period martial arts. Set specifics, wardrobe, and props were all carefully executed. We collaborated with Hiroyuki Sanada to ensure that details would resonate with APAC audiences, especially in Japan. He pointed out the proper sound effect of a Japanese Katana being pulled from a wooden scabbard vs. the stereotypical shwing of a Western metal sword & scabbard.

The Shogun campaign was incredibly successful in building anticipation for the series as well as assuring skeptical audiences that the material would be handled respectfully. The results were undeniable. Not only was the marketing material met with resounding acclaim, but the series premiered with unparalleled results across the globe – vaulting to the top of the streaming charts in every region, a first for a Hulu/Disney+ property.