Written in the language of hip-hop to the members of hip-hop, we released a social film campaign #ToHipHopWithLove that told a story from a white tee’s perspective in celebration of the 50th Anniversary of Hip-Hop.

As Social Creative Lead for Hanes (The Martin Agency), in addition to crafting the launch film with my creative team, I singlehandedly captured behind-the-scenes content with our talent to bolster the film production beyond the long-form and into a rich content ecosystem for our social feeds.

I also spearheaded the future-forward extension: “The Next 50”. We identified 50 Gen-Z change-makers within the genre and sent them Hanes white tees within a limited-run mailer kit that included a letter recognizing their talent. We collaborated with three members of this group to show off their vision for the next 50 years of hip hop with music video-style unboxing videos on Instagram + TikTok.

Results: 117K+ impressions, 5.9K+ mentions, 5.55% engagement rate.