Marketing strategy doesn’t always have to be loud to be impactful—sometimes, the most powerful thing you can do is get out of the way and let the story speak.
For me, so much about building this campaign’s strategy was about honoring and centering that story. Native Son is a powerful literary work—one that has shaped generations of thought around race, class, and identity in America. Before it found itself on banned book lists across the country, it was a staple in high school literature curriculum. Many people came to this film with existing context, even reverence, for Richard Wright’s original work. That legacy mattered deeply.
In marketing, it’s easy to get swept up in moments, in spectacle and in creating something new. But this campaign called for something quieter and more focused. It was about lifting up the story, and the adaptation of it, without distraction. That meant choosing partners, platforms, and moments that honored the weight of the material rather than overshadowing it — in this case, Sundance Film Festival, The Guggenheim Museum and The New York Times.
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Objective
Bring to life a campaign that honored Native Son—a groundbreaking novel by Richard Wright that stands as a pillar of both African American and American literature. The goal: create space for the story’s emotional weight and artistic legacy to resonate with today’s multicultural audiences. We aimed to thoughtfully amplify the film adaptation’s depth, complexity, and cultural significance through conversation, celebration, and context.
Approach
Selected to premiere at the Sundance Film Festival, the film adaptation of Native Son was introduced to the world in a setting that matched its artistic ambition. That moment called for a campaign that could hold both the beauty of the film’s craft and the weight of its subject matter. Rashid Johnson’s directorial vision—brought to life by an extraordinary cast—was honored through activations rooted in dialogue and reflection.
Key efforts included:
A powerful post-premiere conversation at Sundance moderated by New York Times columnist Charles Blow, featuring Rashid Johnson, Suzan-Lori Parks, Sanaa Lathan, Margaret Qualley, Ashton Sanders, Kiki Layne, and Nick Robinson.
A partnership with HarperCollins to re-release the original novel with a new cover, timed to invite renewed engagement with the source material.
A screening at the Guggenheim Museum, followed by a conversation between Johnson and cast members, offering audiences a space to process the film's emotional impact and enduring relevance.
Impact
The campaign drove meaningful cultural engagement and visibility. The premiere and conversation at Sundance, along with the Guggenheim screening and talk, generated over 163 million social impressions—amplifying the film’s presence well beyond its initial debut. The film resonated deeply with audiences, drawing a viewership that was 58% multicultural—affirming the power of intentional storytelling and inclusive outreach to connect across communities.