ROLE: CO DIRECTOR/ WRITER
2018 brought on some very serious issues about race equity to the forefront and America needed to have a conversation. We were asked to take a difficult subject matter and find a way to get people interested in a town hall conversation aired by MTV. We decided to tackle the subject with the sad truth of the matter. We created this fictional service that would help even the playing field. We made sure the spots only gave a wink of humor so they felt authentic for the genre. We created a working hotline and website as well. It was a holistic approach to drive audience engagement. Only when you called or got on the website would you get more facts that eventually led you to the MTV tune-in.
RESULT:
Social media went crazy. We were the number one trend on Twitter. It was written up by every article from Ad Age to Time. People thought this was a real service and many wished it was. Celebs got into the conversation. Killer Mike mike and Chuck D though it was hilarious. Tucker Carlson did not. Luckily, Tucker is not on the One Show committee.
