Adults, FX‘s ensemble comedy from Ben Kronengold and Rebecca Shaw, returned for Season 2 on August 27, 2026.

For the show’s marketing, comedy creator Cole Hersch launched an Instagram and TikTok account called Fired From TV, posing as a production assistant chasing a role on the show.

He’d built a career playing invented internet characters before this like Cornib Bleau on Vine, years of in-character interviews on Podcast But Outside.

Cast members played along for weeks. Fans debated whether the account was real, until FX confirmed it was a marketing campaign and wrote Hersch’s character into the show as Trevor.

Most shows still market themselves through traditional channels like billboards, tv ads, and press days.

FX handed their marketing to Cole Hersch to figure out, trusting that a creator-native comedian could tell a compelling narrative the same way a marketing agency could.

He used the same instincts that built his following: deadpan captions, cast members playing along in the replies, and a slow reveal that unfolded over weeks instead of one big coordinated push.

It’s the same kind of trust brands like Liquid Death have begun placing in individual creators, not just agencies.

TV marketing is moving off the press junket and onto the platforms creators built their audiences on.

Duolingo made the same bet years ago, handing its TikTok voice to Zaria Parvez instead of its brand team. Her work on Duo became the credential that got her hired to run social at DoorDash.

Getting noticed is a trick marketers know. You know how to make something feel native instead of promotional.