To help Amazon Prime Video expand to more diverse audiences, we helped create a bridge between their titles and the diverse audiences they were trying to reach. We knew we needed to create that shock of recognition that comes when you feel seen. That feeling when you find others like you—who share your culture, experiences or even your favorite content.
Led the new business pitch for the series, resulting in a project win for the agency. Our authentic and unapologetic work included social strategy for the launch campaign, co-creation of the show’s visual look and feel, content series ideation and creation as well as community management. This win for the agency resulted in an influx of project based work with Prime Video.
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To celebrate the launch, we helped our partners at Prime Video throw a neighborhood block party right in the heart of Harlem. Prime Video’s two-day free pop-up experience celebrated Black-owned businesses in Harlem and invited guests to experience the rich fabric of our characters’ daily lives by experiencing the businesses and meeting the entrepreneurs that define the culture of the borough IRL — plus, guests were able to meet the cast themselves. The activation was a celebration of Black excellence, Harlem the city, and, of course, Harlem the show.
On social our tone was bold, unapologetic and relatable AF. We sought to be the place fans could come not just for the hype up but to be hyped up — a close knit circle of friends who have your back and are never afraid to tell you the truth. The show became an instant classic garnering much praise and award noms for its bold spirit and honest portrayals of Black and Queer women.