BLACK ART IS FOREVER
JOHNNIE WALKER
CHALLENGE
Johnnie Walker sought to build meaningful resonance within the Black community while showcasing the brand’s commitment to creativity and empowerment.
INSIGHT
As a Black indie filmmaker, I understood firsthand that opportunity, resources, and mentorship are essential for success in the film industry. Programs addressing these needs not only empower creators but also create lasting brand alignment and cultural impact.
SOLUTION
I developed Black Art is Forever, a film grant program providing $10,000 to Black filmmakers to develop original content. Participants received mentorship from Kenya Barris, marketing strategy, and production guidance through a structured program. The program culminated in a Johnnie Walker-sponsored celebration with Kenya Barris, 6LACK, and the filmmakers, showcasing their work and the brand’s investment in Black creativity
IMPACT
The program received hundreds of submissions, awarded grants to five filmmakers, and led to the creation of hours of content, some of which were nominated in film festivals. The program significantly enhanced Johnnie Walker’s cultural relevance and community engagement, increasing brand sentiment among the Black creative community. Additionally, the campaign generated substantial earned media coverage, reinforcing the brand’s commitment to uplifting Black artistry.
