Apple approached me to collaborate with them on developing a series of promotional videos for their True to Tone series. This collection features films and television series curated by Black creators, each focusing on a unique theme. For this particular campaign, the featured curator was Jordan Temple, the writer, comedian, and executive producer of Abbott Elementary, with his theme “The Black Funny-matic Universe.”

• Raise Awareness: Generate excitement and visibility for the True to Tone series, highlighting its curated collections.

• Showcase Diversity: Emphasize the unique perspectives and themes chosen by Black creators.

• Engage Audience: Create engaging and humorous content that resonates with a diverse audience.

To bring “Words and Music, Volume 36 Snoop Dogg: From the Streets to the Suites” to life, we conceptualized an animated campaign that illustrated pivotal moments from Snoop Dogg’s narrative. This approach allowed us to overcome the limitations of available assets while creating a visually engaging experience.

Campaign Themes

Mockumentary Style Interviews

Setting: A press junket environment with a casual, behind-the-scenes feel.

Narrative: The videos feature Jordan Temple discussing his curated collection with humor and personality. The second camera acts as the audience, creating organic opportunities for Jordan to break the fourth wall and add unexpected comedic elements.

• Visual Style: Filmed in a mockumentary style, capturing the spontaneous and humorous essence of Jordan’s personality.

• Interactions: Jordan’s interactions with the “interviewers” and the second camera create a dynamic and engaging viewing experience.

• Message: The campaign highlights the unique and comedic perspective Jordan brings to his curated collection, making the True to Tone series both entertaining and thought-provoking.

1. Teaser Clips: Short clips from the mockumentary interviews were released on social media to generate buzz and anticipation.

2. Full-Length Interviews: Extended versions of the mockumentary videos were made available on Apple’s digital platforms, providing a deeper dive into Jordan’s curated theme.

3. Social Media Engagement: Interactive posts and behind-the-scenes content encouraged audiences to share their thoughts and connect with Jordan’s humorous take on the True to Tone series.

• High Engagement: The campaign successfully captured the audience’s attention, leading to increased engagement across Apple’s social media platforms.

• Positive Reception: The mockumentary style was praised for its creativity and effectiveness in showcasing Jordan Temple’s unique comedic voice.

• Series Success: The True to Tone series saw a significant boost in viewership, with Jordan Temple’s curated collection becoming a standout feature.

Collaborating with Apple on the True to Tone series promotional videos was an exciting and rewarding project. By leveraging Jordan Temple’s comedic talent and the mockumentary style, we were able to create a campaign that was both engaging and impactful. This case study highlights our ability to develop innovative content that resonates with diverse audiences and effectively promotes curated collections in unique and entertaining ways.