HBO
THE DEFIANT ONES
Translation helped HBO launch its most successful documentary, The Defiant Ones, by igniting a universal truth that everyone, everywhere, knows the feeling of being told something is impossible.
THE CHALLENGE
The Defiant Ones is a story of tremendous importance and inspiration; understandably, HBO had lofty ambitions for the launch. To drive real impact and realize its full audience potential, Translation’s approach had to be as provocative and compelling as the show itself.
THE IDEA
To make this more than just a story about two defiant icons, Translation started by identifying a universal truth we could all appreciate.
Everyone, everywhere, could relate to being told YOU WILL NEVER.
So, instead of focusing on the defiance of odds, we focused on the defiance of doubt. And anyone who had achieved despite this doubt – Jimmy, Dr. Dre, or even you – were The Defiant Ones.
THE WORK
Translation created a multitiered campaign built around defiant stories and social content that culminated in a world-class, immersive launch event.
Months before the series launched, we hosted invite-only screenings where a handpicked group of athletes, activists, and artists – those who exemplify defiance in their diverse networks – shared their own defiant stories.
As the launch date approached, these co-authors began publishing their inspiring stories – creating a wave that lifted the series to unforeseeable heights.
THE IMPACT
Over 1,500 guests packed the Brooklyn Steel venue on July 9, 2017, for an unparalleled all-access experience – resulting in over 25MM social impressions that created a ripple in the cultural zeitgeist.