Netflix: The Harder They Fall
Goal: Co-create a bespoke, creative campaign with multiple touchpoints that offers fans ways to extend the The Harder They Fall experience and continue learning about this historic reckoning around Black cowboys
Market: United States, United Kingdom, France, Italy, Africa
Background: The Harder They Fall is a new action-packed Western that spotlights real Black cowboys whose legacies have been scrubbed from history. The film is co-written and directed by Jeymes Samuel and stars some of today’s leading actors, including Regina King, Idris Elba and Jonathan Majors. Jay-Z is the EP for the film soundtrack. Partnering with Netflix and Roc Nation, we created an Enhanced Album for The Harder They Fall including exclusive content, Storylines and Canvas from the director sharing anecdotes about the creation of the soundtrack as well as clips from the artists sharing their experience around music and the film.
Other Highlights
Week-long promotion on Spotify's The Get Up reaching daily listeners including interviews with director Jeymes Samuel
Netflix social support on Netflix US, Netflix Film, and Strong Black Lead
Soft launch with an Enhanced Playlist the week prior to the EA containing Video Liners from Idris Elba, Regina King, Zazie Beetz, and Jeymes Samuel encouraging fans to check out the Enhanced Album on Spotify, along with a playlist curated by the cast
Drive buzz by participating in their NYC Launch Events including a VIP Night with the director, actors, and artists from the soundtrack and a Consumer Activation where they will be re-creating a Western town in the Meatpacking district reaching 10K+ attendees
