For the launch of Nikole Hannah Jones’ six-part docuseries, The 1619 Project, we partnered with Hulu & Onyx Collective to craft an original shoot concept for the first teaser announcing the show. At its core, the concept “Soul of America” was a reimagining of how it looks, how it feels, and what it means to be a “patriot” in this country. We were humbled and honored to be trusted by our partners to promote The 1619 Project, a more complete version of our country’s origins.

The campaign had a successful run across broadcast and social. The content was utilized and promoted by all of the major players involved in the show’s making, including Hulu, Onyx Collective, Nikole Hannah Jones, and Executive Producer Oprah Winfrey, garnering 20.5M views on Hulu’s Twitter alone.

What We Did: Original Shoot Concept & Editorial

Partners: Hulu & Onyx Collective