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Launching a global media platform where Blackness is infinite
Disney and ESPN came to us with ambitions to expand their content platform, The Undefeated, beyond sports in order to meaningfully connect with a rising generation of Black Gen Z and Millennials.
The Undefeated team had big ambitions for expansion—from moving into new mediums to covering a broader range of Black stories—but they needed a pointed, inspiring vision to galvanize internal teams and new audiences. We were charged with the question: how do you build a global brand that embodies the full complexity of the Black experience?
Inspired by Blackness and its complements, contradictions, and complexities; the brand is a fluid manifestation of expansiveness, creating infinite space for families, artists, chefs, athletes, authors, heroes…and so much more.
Image credits: AP Photo/Wilbur Funches, John Patrick Fletcher, Larry Hulst, Cheris May/Ndemay Media Group
The creative campaign honors the Black gaze, elevating the familiar nuances of shared experiences to an intimate invitation.