After five years at HBO, Insecure marked a pivotal shift—not only in content but in our approach. For the first time, HBO launched a campaign intentionally led through a multicultural lens, centering my role and setting a new standard for engaging diverse audiences. This project was a dream opportunity to build a culturally rich, resonant campaign in close partnership with Issa Rae and her team. Each activation celebrated both the show and the audience it represented.
Objective
Lead a multi-faceted campaign to introduce Insecure, a groundbreaking series centered on the Black experience, authentically engaging African American and multicultural viewers. Build and grow this audience through culturally rooted strategies, partnerships, storytelling, and community experiences.
Approach
Season One: Launched with a focus on music, community, and location. The inaugural Insecure Block Party in Brooklyn featured live performances, Black-owned vendors, immersive screenings, plus screenings and Q&As at HBCUs, a microsite with weekly recaps, podcasts, and a music video partnership with The Fader.
Season Two: Focused on scale and cultural presence with partnerships at major music festivals (Roots Picnic, Afropunk), cultural institutions (Essence Fest, Sundance), and the second Block Party in Inglewood, the show’s hometown, featuring live performances and community activations. The season 1 microsite was expanded on HBO’s homepage.
Season Three: The campaigns had become cultural moments themselves. The Insecure Block Party expanded into the first-ever Insecure Fest at Banc of California Stadium in Los Angeles. Presented as a game-themed music festival and screening event, it featured performances by 2 Chainz, Jorja Smith, Aminé, Rico Nasty, and Saweetie. Long-term partnerships with Essence, Sundance, and Spotify sustained momentum throughout the season, while digital takeovers on Teen Vogue, Spotify, and Hypebeast, along with custom creator content, brought the experience to new audiences.
Role & Impact
I developed the foundational strategy and creative vision, partnering closely with talent and cross-functional teams to build a campaign that set a new benchmark for multicultural-led marketing at HBO. The campaign:
Delivered HBO’s highest African American audience composition at launch (35%) and grew to 58% by season three.
Generated over 150 million press impressions during season one and over half a billion by season three.
Transformed Insecure from a series into a cultural phenomenon, with Insecure Fest even written into the show’s narrative.
By season four, having moved into a Director role, I mentored and empowered team members to lead while guiding the pivot to virtual events during the pandemic. I was on maternity leave for season five, but the framework I created remained central to the campaign’s ongoing success and cultural relevance.
