Task: Transform Amazon Prime Video’s premiere week of Emergency from a standard movie launch to an unignorable cultural event. Our strategy? A covert, invite-only Game Night that had influencers doing our advertising for us.

The game’s secret sauce was a set of conversation starters baked right into the fun. Light-hearted convos on life as a POC soon wove in heavier themes—discrimination, racial profiling, police brutality, trauma. Not your average game night, but then again, we weren’t going for average.

c/o: The Narrative Group