Client
Malcolm X FoundationCapabilities
Strategy Production Post Production Bloodline
The World Remembers Malcolm For His Fire. But Few Know That 100 Years Ago, It Was Omaha that Struck the Match.
“We need more light about each other. Light creates understanding, understanding creates love, love creates patience, and patience creates unity.”
Description
For Malcolm X’s 100th birthday, we partnered with the Malcolm X Foundation to concept, shoot, and edit a 60-second short and a 10-minute film, weaving archival footage, present-day interviews, and cinematic vignettes to honor his story and ignite a renewed call to carry the torch.
The narrative centered on his Omaha roots, contextualizing Nebraska not just as birthplace but as bedrock for his impact. A confluence of convergences shaped this ground, laying the foundation for one of history’s most influential voices.
Insight
To create a rallying cry, we looked back to celebrate his legacy.
We looked down to retrace the paths he travailed. We looked up to thank the ancestors for their sacrifice. And we looked ahead to a new generation rising to lead.
The pieces featured Omaha community leaders, politicians, activists, and the foundation’s director, all echoing a single charge: It’s Your Turn Now.
Idea
We were honored to include an interview with John Ewing, who became Omaha’s first Black mayor shortly after filming.
Thousands of dollars were raised to support the foundation, helping lay the groundwork for the next century of Malcolm’s legacy. What began as a tribute became a call to action, inspiring donations and community support for the Malcolm X Foundation.
Impact
The campaign launched in one of the most iconic locations in the world: Times Square.
We led end-to-end production, creating a full suite of visual assets and channel strategy, including multi-length commercials for OTT and social.
Closer To Hip-Hop reached over 66 million people and exceeded performance benchmarks across brand lift, subscriber growth, and engagement to become one of SiriusXM’s most successful campaigns of the year.
More than just performance metrics, it repositioned SiriusXM as a true voice in the culture.
