DIGITAL ACTIVATION, COLLABORATIONS, INFLUENCER AND SOCIAL (2020)
We Are Who We Are
HBO’s We Are Who We Are
We Are Who We Are was HBO’s newest teen drama in September 2020. The show was a portrait of contemporary youth culture, following the lives of a group of teenagers on an American army base. To promote the release of the series, Simone worked with a Creative team to develop a digital world with a series of partnerships, activations and influencers that could authentically engage an audience who would feel seen by the series.
As Brand Manager, she program-managed the collaborations, partnering on the creative strategies with each brand partnership, ensuring through-line and audience relevance, and executing the production of promotional designs and influencer/talent outreach with creative production.
Media Partnership
HBO partnered with NTS radio, an online radio show and media platform with a large Gen Z audience to create a 5-part radio series celebrating coming-of-age topics. The show featured stars from the show and its award-winning director, Luca Guadagnino.
The show was promoted on NTS and HBO channels, and through the talent themselves. The show became interactive, inviting requests from fans and bringing them into the conversation, with topics around first loves, and sentimental songs of childhood. Radio programming continued throughout the duration of the season.
Fashion Partnership
ECKHAUS LATTA
HBO partnered with New York based label Eckhaus Latta on a collaborative statement shirt. Known for their genderless designs and underground art scene “cool” factor, the brand created a piece with original poetry in line with themes of the series,
This exclusive tee was seeded to youth-minded artists and creators, with the intention that they customized the shirt in way that felt like them. An aggregation of these unique designs were featured on the @wearewhoweare Instagram handle.
Social & Seeding Partnership
CALEB FLOWERS & “BIG DATA”
In collaboration with curator and designer Caleb Flowers, Simone worked with the Kamp Grizzly team to establish a new take on a digital zine via project BIGDATA(TM), a zip package filled with several gigabytes of imagery, video, music, and other digital ephemera. The project offered an insightful look into contemporary youth culture. In response to the question who “They Are” artists and cast submitted items like illustrations, sketches and ideas, photos, unreleased music, music videos, shorts and more. This was packaged and seeded to an extensive list of tastemakers who have contributed to youth culture through their work and online presence.
Role: Brand Manager.
September 2020, Kamp Grizzly.