Written for and by hip hop fans, we launched #ToHipHopWithLove, a social film from a white tee’s view to honor Hip Hop’s 50th Anniversary.

As Social Creative Lead for Hanes (The Martin Agency), I led the launch film and solo-shot BTS content to expand the campaign into a social content ecosystem. I also created “The Next 50”: identifying 50 Gen-Z change-makers, sent limited-run Hanes white tees with a recognition letter, and partnered with three to produce music video-style unboxing videos for Instagram and TikTok.

Results: 117K+ impressions, 5.9K+ mentions, 5.55% engagement. Press: Campaign US, AdAge