“Queen Sugar” + OWN

Digital Extension

On-Air Promo

"Angel"

"Carolyn"

"Josalyn"

"Melody"

We helped OWN strengthen their brand for audiences with a powerful content marketing series around their hit show Queen Sugar.

We partnered with OWN to create an emotionally-driven multi-platform content series exploring the female-centric storytelling, compelling characters, and relatable themes that make Queen Sugar such a culturally relevant show. Within a very tight turnaround, we scoured the entire country (from as far away as Alaska) to find real, passionate superfans that connected deeply with Queen Sugar’s storylines. To give their interviews an elegant backdrop that matched the look of the show, we converted an empty warehouse space into a Louisiana-inspired setting.

OWN teased the mid-season finale with a short snippet featuring our superfans watching and reacting to the finale (they got to see it early), and then aired a long-form vignette at the conclusion of the episode. The spots were then shared on social by showrunner Ava Duvernay and Oprah herself. Additional pieces featuring these fans that delve deeper into common social issues aired throughout the remainder of Season 2, giving audiences unique perspectives and new ways to connect with the series they love.

Details

DIRECTOR:  Janlataé Mullins
SHOOT LOCATION: Atlanta
WHAT WE DID:
  • Creative
  • Production
  • Design
  • Post

AWARDS:

  • BRONZE TELLY
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