TheUndergroundRailroad

• (CHALLENGE)
  Barry Jenkins' Amazon Original series, The Underground Railroad, tackles the heavy and emotionally taxing subject of chattel slavery in America. Based on the Pulitzer Prize-winning book by Colson Whitehead, the story offers a new way to look at our world and our past–through the lens of magical realism. The challenge was to authentically broadcast the series to a variety of audiences across social without diluting the show’s original voice.
• (SOLUTION)
  The series as a whole, in the expert hands of Barry's singular vision, subverted expectations around what could be considered an otherwise dark and tragic period piece. With this, our campaign set out to similarly find light in history's darkest corners. From our copywriting and community management, which was rooted in Colson's beautiful prose, to our image selection, design, music, and animation. Through it all, we sought to do justice to the unique magic and wonder the storytellers brought to the series.