I launched Oxygen's hit show Sisterhood of Hip Hop.
Starting this campaign was exciting. We had a show with a great concept. Finally, people would get to see behind the scenes of the rap industry. Beyond the bling, was a bigger story and we wanted to tell it right. I delved into the women and learned all there was to know. Then, I presented two concepts. The winning concept was called, "The Journey". A 5 part promo which would ensure that each rapper get to show their personality and tell a little of their story. Of course, 30 seconds is not a lot of time but we wanted to build just enough intrigue for the women.
I created the tagline,
CHASING THE DREAM, CHANGING THE GAME
The tagline tied this entire campaign together from key art to on air.