HBO MAX 
Audio Stories On the Black Experience Told in Their Own Words

Concept

To generate interest in HBO Max's "Between the World and Me, we leveraged HuffPost's audience and created a multimedia content experience designed to engage readers emotionally.

Focusing on maximizing impact, we streamlined our approach to highlight the story's core message. Given the diverse content and limited resources, we embraced the power of personal narratives. By focusing on the raw emotion of individual voices, we delivered a powerful message without relying on additional visuals.

Role

Associate Creative Director

Results

Exceeded Campaign goals over the 7-day Thanksgiving Holiday rush.

The series features strong-painted portraits with a progressive spirit, utilizing bold typography and painterly brush strokes to convey truth and power.

Despite publishing this content during the busiest weekend of the year (Thanksgiving, Black Friday, Cyber Monday), we exceeded our engagement goal within the first 7 days.

Credits

Produced: Yahoo Creative Studio
Executive Creative Director: Brian Lightbody 
Design Director (UX): Brad Mead
Senior Art Director: Duane Bruton
Copy Editor: Jess Dickerson
Illustrator: El'Cesart