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    Frito Lay: My Joy

    The Ask

    Evolve JoyFULLY Black into a creative campaign that speaks to the fullness of joy across Hispanic, Latin, Black, and Asian cohorts and amplify the inherent diversity of joy, as well as the diverse creatives that should fill our screens and our perceptions with meaningful stories. 

    The Execution

    Diverse, culturally authentic joy is reflected in our communities, in our families, in our friendships, and across everyone’s daily interactions but it is not equally reflected in the marketing we consume, the social feeds we scroll, or the screens we watch. Obsidianworks and Frito Lay saw an opportunity to bring joy to the masses while celebrating individuality and creating a sense of community and belongingness through the brand’s iconic IP and snacks through “My Joy.” The campaign is a testament to the endless avenues through which joy finds its expression for a multicultural audience through the lens of rising creators. ​This initiative marks a continuation of Frito-Lay’s commitment to invest, represent, and amplify diverse creative voices, both in front of and behind the camera – and to bring authentic joy to the media we consume. The campaign featured a hero spot, cut-downs for social and led to an activation at Art Basel for creators to share and celebrate their joy. 

    The Impact

    61.3MM Impressions on My Joy TVC ​

    YouTube exceeded VCR benchmarks across bumpers (97.4%) & Truview (39.4%) ​

    4.1MM Impressions on Meta Influencer Content ​

    18.7MM Reach on Meta across posts & 6.08% Engagement Rate on Meta

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    Legacy Classic: Creating a Cultural Brand

    The Ask

    Build an inaugural live celebration of HBCU culture in the Mid-Atlantic region.

    The Execution

    We created the upfront strategy, creative, digital content, ancillary programs, and social impact and marketing for the event. Alongside WME Sports and on behalf of Michael B. Jordan, we brought together top partners to invest and promote the event: Invesco QQQ (title sponsor), Harris, Blitzer Sports & Entertainment, Serena Ventures, MaC Venture Capital, Thirty-Five Ventures, and Amazon Black Business Accelerator. As the Invesco QQQ LegacyClassic heads into its third year, Obsidianworks continues to steer the event as lead agency.

    The Impact

    Televised Live on TNT

    1 Billion Total Impressions

    $1M investment in a student created construction management app

    $370K Donated to Participating Schools

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    YouTube Avenues

    Content Strategy & CreationEvent Creation/ManagementInfluencer PartnershipAnalytics & ValuationTalent ConsultingPR & CommunicationsSocial Impacct

    The Ask

    Increase YouTube’s cultural relevance and authenticity in Black communities across the US that have historically been underrepresented and underserved on the platform.

    The Execution

    Conceptualize and execute a multi-city (Philadelphia, Washington DC, Detroit, Houston, Oakland), summit-like tour for black music industry creatives and local content creators, where guests attended various sessions focusing on platform monetization / leaning into YouTube Shorts, best practices to make it in the music industry, and words of wisdom from activist and social influencer, Wallo267. Obsidianworks lead all experiential and creative strategy for the program, and lended its expertise on guest list curation. You cannot teach what you don’t know, you cannot lead where you don’t go. – Wallo 267

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    Supporting 50th-Anniversary Initiatives and Expanding Social Presence

    Content Strategy & CreationAgency of Record (Social Media)Influencer PartnershipAnalytics & ValuationTalent ConsultingPR & CommunicationsSocial Impact

    The Ask

    Obsidianworks was asked to elevate Timberland’s social profiles, by pushing the brand’s edges and delivering best-in-class social content. We prioritized finding ways to appeal to all audiences while highlighting the Original Yellow Boot and giving consumers insider access on Timberland’s in house-workflow process.

    The Execution

    Obsidianworks was appointed as Timberland’s social agency of record in late 2022, with the aim of supporting their 50th-anniversary initiatives and expanding their social presence. We lead their social strategy, channel planning, creative & social copy ideation, content creation, and community management across 7 social platforms. Our notable achievements include spearheading the successful “Hip Hop Royalty” featuring the talented up-and-coming artist Lola Brooke. Developing and producing an innovative variety show called “TimbsTok” on TikTok, starring the popular influencer Cleotrapa. Lastly, we launched a social campaign featuring LA collective, No Free Coffee, in support of Timberland’s global initiative “Venture Out Together to encourage beginner hikers to get outside in their Motion 6 Hiker Boots.

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    We the Culture: Empowering Black Creators

    Content Strategy & CreationInfluencer PartnershipAnalytics & ValuationTalent ConsultingPR & CommunicationsSocial Impact

    The Ask

    Create a more holistic strategy that results in positive sentiment, increased program advocacy, and community participation

    The Execution

    Based on our cultural insights, understanding of the creator audience and their needs, and drawing from Meta’s learnings from WTC Year 1, we developed a fresh creative wrapper called “We Effect” for the year’s ambassador campaign, reimagined the program’s onboarding experience and materials, and we drove the social strategy for We The Culture’s own profile and communications. We created a social toolkit that provided creators with a flexible framework of assets, such that they can express program participation while also creating content that is true to their individual style and talent. We curated and delivered equipment gifts to creators that helped to advance their creativity and maximize functionality of Meta’s products and features. For ongoing education and enrichment, we hosted a series of virtual Masterclasses for WTC creators. We also created and produced a video series of Creator Success Stories that amplified our creators and shared their positive experience with We The Culture.

    The Impact

    Participation from 100+ Black creators

    Increase in positive sentiment of creators in Year 2

    Success has led to extension for Year 3 and the launch of Meta’s new Latinx creator program

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