Two months after its 23-years-awaited grand opening in June 2023, the International African American Museum circled an opportunity to stake its place in the global conversation on the 50th Anniversary of Hip Hop. While other outlets and institutions celebrated with high-budget concerts and celebrity-driven campaigns, I conceptualized and creative produced a lean three-part, social-first rap cypher featuring influential, yet unexpected voices from across the museum’s host city of Charleston, South Carolina.

Reach extended to over 4 million through organic shares, with positive cross-generational and cross-cultural brand sentiment reflected in comments across the series. The campaign not only kept the museum top-of-mind in the early honeymoon phase following grand opening, it also affirmed the museum’s mission to honor untold stories of the past alongside living history being made today.