ONLINE BRANDED VIDEO CONTENT, SOCIAL (INSTAGRAM), AND EXPERIENTIAL

How do you connect with the multicultural millennials, an audience that’s been largely misrepresented by brands? We found the answer in what AT&T stands for: giving people more for their thing. We tapped into the undeniable pride people have in their area codes and created content and experiences rooted in the culture they care about, coming from the voices they respect.

Codes of Culture is a celebration of the culture embedded within the various area codes of major cities throughout the US. It celebrates the local codes and customs — the typical things people do, as well as the “if you know you know” moments.

I personally produced/managed the following:

All online branded video content inclusive of music supervision.
Talent outreach/negotiations/management for all branded video content, instagram micro-influencer campaign, and experiential events.

Branded Content

Rather than making traditional commercials, we told authentic stories of hometown heroes and gatekeepers of culture through a series of branded content pieces that went from mini-biopic, small stories to music videos.

Kings Of Style - A short of film on the undeniable style of Harlem - starring Dapper Dan & A$AP Rocky

Directed by Paul Hunter

The Changemakers - A short film on the Chicago artists, hellbent on changing the narrative of their city

Directed by Austin Vesley

Branded Content and Experiential

Instead of producing a singular film for the city of Los Angeles, we created a snack-able documentary series on the creative class of Los Angeles. Not only did we film our makers, but we tasked them to create an exclusive experience for a select few people to all take place for 1 hour simultaneously around LA on Saturday, August 10. If people were not able to attend, consumers were able to tune into the talents IG Live to experience these activations.

Directed by Calmatic

Code Day Events

To ignite the conversation about the codes, we created immersive events to celebrate the style, music, food, art, and habits of each area and create share-worthy moments that help us own the conversation in social. Code Days took place in 3 Markets - New York City (212), Chicago (312), and Atlanta (404).

I handled talent outreach/negotiations/management for all round table and musical guests. I also managed artist green rooms on the day of the events; I was responsible for making sure all talent arrived on time, attended sound check, hit all pertinent talking points, and executed social media obligations.

Instagram Micro-Influencer Campaign and OOH

We tapped into the cultural instagram communities of New York City, Chicago, Los Angeles, and Atlanta to personally invite a select few to be the first to rep their code prior to the Itsa( )thing meme generator launch.

By agreeing to be the first to rep their code before others were able to do so via their instagram handles, they were also given the exclusive opportunity to be featured in an our Times Square Digital Billboard take over for 1 week in June 2019.