This was a genuinely fun campaign to lead. It pushed me into new creative territory, asking me to think through the lens of theater and the craft of acting—both are formats of storytelling I hadn’t deeply worked in before. It also posed valuable challenges, like: how do you stay true to the film’s tone and narrative while crafting a live-experience that feels immersive, engaging, and rooted in story? Exploring those questions in real time was thrilling, and it sparked a wave of ideation about how immersive storytelling could be expanded across other initiatives.
And of course, I can’t reflect on this work without mentioning David Oyelowo. Beyond being a powerhouse talent—Royal Shakespeare Company trained, no less—he was the epitome of professionalism and grace. He rearranged personal travel to be present for the campaign, arrived early, took time to engage with production staff and caterers, and stayed late to answer questions and take photos with aspiring actors. The following day, he even sent a personal thank-you email to the team. His level of generosity and humility—especially from someone of his stature—was rare and unexpected, and left a lasting impression on everyone involved. It reminded me how powerful it is when talent shows up not just on screen, but in spirit.
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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.