Obsidianworks

We are excited to listen to our CSO Bobby Moore III drop gems and insights at The Creative Ladder ATL Summit on Friday, Nov 1st. Register at the link below by October 29th.

This HBCU homecoming season, we partnered with Target to celebrate the Black joy, community, and legacy that's at the heart of every HBCU. That meant turning to the HBCU students and alums in our lives (including our CEO a proud Hampton University Alum) to help craft a story we can all relate to.     From the visuals to everyone's favorite electric slide record ‘Before I Let Go’ we put a lot of love into this one and we hope you see yourself every time you watch it this homecoming season. #HomecomingReady

Speaking at #Brandweek about Obsidianworks and fostering synergy and success between agencies and clients.

At #Brandweek, an innovative "dating game" style session, moderated by ADWEEK's Luz Corona, MPS, offered a unique glimpse into agency-brand partnerships! The event showcased how these collaborations are formed and maintained, with industry leaders sharing their insights. Featuring Chad Easterling (CEO and Co-founder of Obsidianworks), Cecil White (Agent at WME | William Morris Endeavor), Matt Miller (CCO of BBDO Worldwide), and Lianne Sinclair (VP Advertising and Social Media at AT&T), the panel highlighted the importance of synergy between agencies and brands in creating impactful marketing campaigns.  "Our agency relationships are like a marriage, not a fling,” said Sinclair.

Some of my favorite stills from our current ‘Recipes of Summer” x TEQUILA HERRADURA Influencer Branded Campaign. Obsidianworks

We're at Strat Chat vol. 10! Here are some highlights from our internal newsletter, designed to engage the team with newsworthy and culture-driven topics. We want to hear what you think! Drop a comment. Back-to-School Season Fueled With Viral Dorm Makeovers:   As the back-to-school season begins, college students are documenting their dorm makeovers making #DormTok a hub for viral room transformations. Some students spend big to create Pinterest-worthy dorms, while others share budget-friendly tips to achieve the same look without overspending. This trend has become a form of self-expression and brands like Dormify have tapped into it, positioning themselves as go-to sources for affordable, stylish decor that inspire shoppers to capture and share their transformation. (via YPulse.com) Inside NFL’s Strategy to Engage Football Fans Through Its Creator Program:  The NFL is intensifying its efforts to connect with younger audiences and enhance its community engagement as the new season begins. Building on last year's successful creator program, the NFL is allowing content creators to monetize past footage and providing exclusive access to major events like the Super Bowl. With a growing focus on platforms like TikTok, the NFL is adapting its social media strategy to engage Gen Z and expand globally, blending sports and entertainment. (via AdBuzzDaily.com) Now Is The Time For Black Business Owners To Thrive: Despite Black Americans comprising only 2.4% of U.S. business owners, Black business ownership is growing at the fastest pace seen in 30 years. This growth, driven by a desire for flexibility and fulfillment, is part of a larger "Black Business Boom." Many Black professionals are now venturing into entrepreneurship due to the tight job market and drive to turn personal passions into profit. There’s a significant portion of Black-owned businesses concentrated in urban areas and a growing number of individuals seeking to start their own ventures, creating opportunities for expansion in unserved markets. (via AfroTech.com) Instagram Adds Stories Comments To Encourage Interaction:  Instagram is introducing a new feature that allows users to comment on Stories, with visibility to everyone who views the Story. This update, designed to boost interaction, places comments at the bottom of the screen and follows Instagram’s previous efforts to enhance user interaction through features like Notes, which have been particularly popular among teens. Creators also have the option to disable comments if desired. (via SocialMediaToday.com) (Images sourced via: YPulse, The Information, Afro Tech, Absolute Geeks)

Welcome to Strat Chat vol. 9! Here are some highlights from our internal newsletter, designed to engage with newsworthy and culture-driven topics. We want to hear what you think! Drop a comment. Can TikTok's Demure Trend Boost Our Vocabulary?: After posting a playful video encouraging others to be "demure" and "mindful" at work, TikTok creator Jools Lebron went viral, gaining over 33M views with creators now making their own "demure" content. Although fading, the trend successfully brought a seldom-used word into everyday conversation. This approach shows a possible way that social media trends can be a fun and effective tool for boosting the collective's vocabulary! (via AdAge.com) Cheez-It Proves the Power of Proactive Social Listening: After Kordell Beckham mentioned Cheez-It as his dream endorsement on Love Island USA Season 6, Cheez-It jumped on the opportunity and reached out to him post-show resulting in a "Kordeezy Cheezy Couple" bundle, featuring Beckham’s favorite flavors. By acting swiftly on the momentum, Cheez-It created a buzz-worthy moment that solidified their connection to mainstream culture and strengthened their relationship with fans. (via blavity.com) Dove showcases timeless appeal of Its Beauty Bar:   Dove’s "Beauty Never Gets Old" campaign flips ageism by showcasing aging as a symbol of enduring beauty, rather than something to be feared. Since its introduction in 1957, the Beauty Bar has become a household staple, loved by generations. The ad features 10 stylish older women with the text “Dove Beauty Bar user since __,” showing how long they've trusted the product. The campaign reinforces the idea that beauty doesn't fade with time but grows. (via TheDrum.com) TikTok-First Ad Campaigns Are Redefining ROI:  At the Ad Age Small Agency Conference, TikTok's Krystle Watler emphasized that embracing TikTok from the start can lead to significant business results. CeraVe’s Super Bowl success saw a 25% increase in Amazon sales within 24 hours due to its TikTok-driven strategy. She also mentioned Duracell’s viral campaign, featuring Ariana Maddix activating against the "Vanderpump Rules" shows' 3-part reunion and Chevrolet’s successful The Office-inspired TikTok series. (via AdAge.com) Going Viral vs. Engagement:  In today's social media landscape, while going viral can provide a brief boost, building long-term engagement and community is more sustainable. With platforms now prioritizing engagement over follower count, the focus is shifting from chasing viral moments to creating meaningful connections. Quality content that resonates with users and a consistent presence on social media is key to maintaining interest and driving action. Ultimately, brands should prioritize ongoing interaction and community-building over fleeting viral success. (via AdAge.com) (Images sourced via: CBS, TODAY, The Drum, Everpost, Hubspot)

Welcome to Strat Chat vol. 8! Here are some highlights from our internal newsletter where we engage with newsworthy and culture-driven topics. Which topic caught your eye this week? Drop a comment. will.i.am Launches RAiDiO.FYI: Grammy-winning artist Will.i.am recently spoke at Veecon about his passion for music and tech, introducing RAiDIO.FYI, a platform revolutionizing broadcasting with AI. He emphasized how The Black Eyed Peas were early tech adopters and encouraged musicians to explore opportunities in ‘Silicon Valley.’ Noting the changing music industry, he highlighted alternative paths to success beyond entertainment and sports. RAiDIO.FYI personalizes radio experiences with AI, offering news, music, and voices reflecting diverse cultures. (via mensjournal.com) Nearly 40 Black Women Won Olympic Medals For The USA: At the Olympic Games Paris 2024, Black women played a crucial role in Team USA’s success. The USA won 127 medals, with 68 in women’s events and 6 in mixed-gender sports—despite an equal number of male and female competitors. Black women contributed 20% of individual women’s victories, excelling in Track & Field, Gymnastics, Basketball, and Soccer. Simone Biles added four more medals, while Gabby Thomas, Sha’Carri Richardson, and Tara Davis-Woodhall excelled in relays and other events, emphasizing their vital role in Team USA’s dominance. (via essence.com) Athletes and Celebrities stole the show at The Olympic Games Paris 2024: The effectiveness of creator dumps varies depending on the context and while this strategy often resonates well, the Olympic Games Paris 2024 yielded different results. Snoop Dogg emerged as a true star with his humor while Turkish shooter Yusuf Dikec went viral for his nonchalant pose, demonstrating how younger audiences connect strongly to candid content. Meanwhile, Olympic athlete content uniquely complemented the relatability-driven appeal of everyday influencers. These reactions show that tailoring talent strategy to the specific event and audience maximizes impact. (via wired.com) Apple’s New Pop-Up Blocker Is A Warning To Advertisers:  Apple’s Distraction Control feature in Safari lets users hide intrusive website elements, signaling advertisers to enhance user experience. While not a full ad blocker, it targets disruptive formats like autoplay ads. Apple's ongoing commitment to prioritizing user experience over advertiser interests continues, challenging advertisers to adopt less intrusive formats, or risk diminishing their presence in Safari. ( via AdAge.com) Instagram Expands Carousels To 20 Frames: Instagram expanded its carousel feature to 20 frames, signaling its commitment to evolving with user needs. This update provides brands and influencers with new opportunities for engagement, allowing for more immersive narratives. To stay competitive, brands must adapt to remain relevant and engaging. (via SocialMediaToday.com) (Images: Fusicology, Essence, Variety, Ad Age, Turkmmo)

Welcome to Strat Chat vol. 7! Here are some highlights from our internal newsletter, designed to engage with newsworthy and culture-driven topics. We want to hear what you think! Drop a comment. Laila! Confirms Yasiin Bey Is Her Dad: Laila!, known for her viral TikTok songs "Like That!” and “Not My Problem,” recently revealed that Yasiin Bey, aka Mos Def, is her dad. She kept this under wraps to create a name separate from her father, but a childhood photo with Yasiin Bey fueled speculation about her success being tied to their family connection. Defying the "nepo-baby" label, Laila! has a distinctive sound and expresses gratitude for her parents' support. (via complex.com) Navigating the Shifting Landscape of Sports Culture: Cultural shifts driven by Americans' growing interest in sports make it challenging for younger audiences to support, given global conflicts highlighted in the media. Many young Americans feel uneasy about contemporary sports culture due to sportswashing. With global issues like gentrification and forced displacement, younger generations feel disillusioned with sports and value genuine experiences, creating a divide between traditional sports fans seeking a mental escape and younger fans demanding interactivity and personal connection. (via TeenVogue.com) AI-Powered Companion Ad Draws Polarizing Reactions: “Friend,” the AI-powered wearable, proposes AI as more than a resource—a friend. A teaser of the platform on X hit 23 million views and drew comparisons to the techno-paranoia Netflix series, Black Mirror. However, “Friend” claims it isn’t trying to be an "everything" device and focuses solely on providing companionship. As technology advances, the fixation on creating unrealistic concepts makes it difficult for consumers to discern reality from fiction. (via essence.com) Black Designers at The Olympic Games Paris 2024: Black-owned brands and designers, including TELFAR and Actively Black, are dominating the fashion scene at the Olympic Games Paris 2024, representing Team Nigeria and Team Liberia in the opening and closing ceremonies. These partnerships highlight cultural connections in athleisure and celebrate athletes' heritage, creating a powerful connection between sport and spectators. Fans are thrilled to see Black-owned brands shine on such a grand stage. (via TheGrio.com) First-Ever Nursery for Athlete Moms at Olympic Games Paris 2024 Allyson Felix, the most decorated woman in track and field with 11 Olympic medals, is furthering her support for moms and parent athletes. After retiring in 2022 and becoming an advocate for maternal health, Felix is returning to the Olympic stage with a new mission. Partnering with Pampers, she has helped create the first-ever nursery for parent athletes at the Olympic Games Paris 2024, featuring play areas, changing facilities, and private breastfeeding spots. (via BecauseOfThemWeCan.com) (Images sourced via: Complex, Sports Pro Media, X, Go Team Liberia, TheSun)

Welcome to Strat Chat vol. 6! Here are some highlights from our internal newsletter, designed to engage with newsworthy and culture-driven topics. We want to hear what you think! Drop a comment. Eminem Confronts Slim Shady in Surreal Conversation With His Alter Ego:  How does one showcase personal evolution while in the limelight? Rapper Eminem uniquely distinguishes his current self from his past alter ego, "Slim Shady." Gen Z is known for unearthing information about celebrities that would be deemed unacceptable by today's standards but were fairly common at the time. Eminem says, "Every other week on TikTok, Gen Z discovers you on Monday and cancels me on Tuesday." Released shortly after his latest album, "The Death of Slim Shady," this video reinforces the narrative of his ongoing struggle to distance himself from his past persona. (via Complex.com) Culture Takes Center Stage at the Olympic Games Paris 2024: The Olympic Games Paris 2024 is showing up in more ways than one implementing fashion, advertising placement, mental health, and new ways of innovation. Streamed on Peacock, it will set a new standard with 7,000 hours of coverage on NBCUniversal. The event’s significance is underscored by its global viewership. The opening ceremony alone drew 28.6 million U.S. viewers, making it the most-watched start to any Summer Games since London 2012. With such a large audience expected, this anticipated event is almost marketed to be a two-week Super Bowl. (via AdWeek.com) Issa Rae and Ensemble Help Elevate Black Creators: Issa Rae’s latest venture, Ensemble, is working to close the racial pay disparity among Black creators by connecting them with brands. Ensemble aims to attract ad spending by linking 50 up-and-coming creators with major brands like Pepsi, Chili’s, and Popeyes. Now financially backed by Issa Rae and led by a small team of ad professionals, the goal is to expose creators to a broader market and teach them how to sell media to brands—allowing them to serve their audience effectively. Intending to leverage tight-knit brand relationships, this partnership allows creators to better serve both their audience and themselves. (via essence.com) AEO Reintroduces "Live Your Life" To Connect With Prime Generations:   American Eagle Outfitters is reintroducing its "Live Your Life" campaign, trademarked in 2012, to connect with Gen Alpha, Millennials, and Gen Z by emphasizing human connection, self-expression, and inclusion. The campaign integrates major influences like athletes and influencers, featuring stars like Coco Gauff, Trevor Lawrence, Nikki Rodriguez, and Kristine Froseth. It creates an interactive experience that highlights real-life connections. Strategically timed for Back to School, this revitalized slogan and innovative strategy aim to boost Gen Z's support for the brand and address their hunger for human connection and real experiences. (via MarketingDive.com) (Images sourced via: Complex, AdWeek, Muse by Clios, AEO Inc.)