CLOSER TO HIP HOP

Capabilities

Creative Direction, End-to-End Production, Cultural Fluency, Strategic Engagement, Channel Strategy

Client

SiriusXM

DC’s first Latino superhero could create anything. We made sure that included community.

Description

We partnered with Warner Brothers to create a strategy, voice, and social content that connected Blue Beetle to key audiences: Latinx, Millennials, and Gen Z.

Insight

Too many brands want the value of hip-hop without having a place in the culture.

They show up late, stay surface level, and leave when the moment passes. To matter in this space, you need to move with reverence, not just relevance.

Idea

After a major rebrand, SiriusXM was ready to show who they really were.

They wanted to take their place in the culture, not just play it from the sidelines. So we built Closer To Hip-Hop, a campaign that put storytelling front and center.

We tapped into legends like Roxanne Shante, Heather B., and Sway Calloway. Their voices carried the weight. Our job was to capture it right. The campaign off with a digital takeover in Times Square, then rolled out a full suite of content—photo and video assets, and commercials for every platform.

Impact

Closer To Hip-Hop reached over 66 million people and quickly became one of SiriusXM’s most successful campaigns of the year.

It outperformed benchmarks across the board—driving brand lift, subscriber growth, and deep engagement. More than just numbers, it repositioned SiriusXM as a true voice in the culture. This wasn’t about being closer to Hip-Hop, it was about championing it.