Obsidianworks

When the right people come together, the energy is undeniable. In less than a month, we set the atmopshere to kick off Rolling Loud weekend with Converse. A little SoCal rain couldn’t slow things down—amazing to see so many people show up and make the night unforgettable. DJs, a Larry June performance, gifting suite, food, drinks, and nothing but good vibes. Appreciate everyone who helped make it happen. Shout out to Kariss Morales, Drake Green, Devin Tyler, Paul Diehl, Marissa McFadden, Morgan Munday, Lacey Decker, Lucy Wright, Tray Edwards, Nick Sato, Christian Cattatini, Britney D., Ryan Kohn, Shannon Cardeno, Oystercatcher Media + Obsidianworks for all the hard work + support.

Posting good news only today, Obsidianworks is hiring, and this time you get to work with me! Our production team is growing and we are looking for a great Associate Producer here in our LA office. Spread the word. https://lnkd.in/gEt4YC8W

At Obsidianworks, one of the things we love most about our team is that we reflect the audiences our partners want to connect with…That’s why we’re excited about our recent work with our partners at Target for the opening of their newest store in Harlem. As we approached this project, our goal was to create a platform for Harlemites to share their love for their community. Just like Islenia, a local artist and Target partner, who captured the joy and vibrancy of Harlem in her mural for the store. We created a video featuring Islenia as she took us on a walk-through Marcus Garvey Park, capturing a local spot that holds much of Harlem’s essence and beauty. So, if you find yourself taking a similar stroll down 125th and Malcolm X Blvd, stop by the new Target and check out the work.

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)