PROJECT BRIEF:

Following the success of our work on Deli Boys, Hulu and Onyx Collective partnered with The Third Place to support the social campaign for Washington Black.

Unlike larger franchise releases, Washington Black was a more nuanced and visually driven series that required a thoughtful approach to audience engagement. Our role was to develop social content that did justice to the show's themes while showcasing its cinematic scale, powerful performances, and emotional depth.

OUR APPROACH:

From the beginning, we knew Washington Black would require a different strategy than a comedy or entertainment-first title. As a limited series adaptation of the acclaimed novel, the show had a finite window to build awareness and generate conversation. There wouldn't be future seasons to deepen audience engagement, so our approach focused on creating multiple entry points for viewers from the start.

Rather than relying heavily on trending formats or creator-driven content, we focused on the show's strongest assets: its breathtaking visuals, powerful performances, and rich storytelling inspiring a sense of adventure. At the same time, we recognized that audiences often connect with talent before they connect with a story, so we led with the cast—particularly recognizable names like Sterling K. Brown and Tom Ellis—to introduce viewers to the world of Washington Black and drive initial interest.

As a multicultural agency, we were especially mindful of the responsibility that comes with helping tell stories rooted in underrepresented communities. Every asset was created with the goal of reflecting the care, significance, and gravitas the series deserved while honoring the themes at the heart of the story.

THE EXECUTION:

Our team developed and executed a range of social assets that combined motion design, animation, editorial storytelling, and premium visual treatments highlighting the stunning cinematography and production design. We incorporated subtle animation, motion graphics, and design elements that enhanced the content.

We also leaned into the strength of the cast, creating content that highlighted standout performances and helped audiences build stronger connections with the characters.