STACEY ABRAMS
FINAL-PHASE CAMPAIGN * CONTENT STRATEGY * IRL ACTIVATION
Stacey Abrams for Governor,
creative strategy, art direction, digital content, IRL activation, Production
FEATURED CONTENT
Kerry Washington X Stacey
Directed and produced intimate one on one conversation with Stacey and Kerri Washington during the 2022 Gubernatorial race.
Cease + Desist X Stacey
Collaboration with award winning Atlanta designer Fred Foster and his global brand Cease X Desist for a limited capsule and exclusive content entitled “Unfinished Business” with Stacey.
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In the closing months of the 2022 Georgia governor's race, the Abrams campaign needed to reconnect an exhausted, disillusioned electorate, especially younger Black voters, with the belief that their vote still mattered. Brought on as a Black queer creative to lead final-phase content strategy and art direction, I centralized production into a single content house to move faster without losing craft.
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Reconnect people with why their vote still mattered.
Beyond the core content system that included a special piece featuring Kerri Washington, I extended the campaign's reach through four cultural activations built to travel outside traditional political channels: a signature coffee blend with Atlanta's first Black-owned roaster honoring Abrams, an “Unfinished Business” merchandise line with four Black designers ( including Brandon Blackwood and Fred Foster ), a 10-by-20 IRL activation at One Music Fest pairing voter registration with custom illustration, and a Black men's conversation event with Charlamagne Tha God and 21 Savage produced with an all-Black production company and HBCU partners.
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Featured in Complex Magazine and Essence Online for the “Unfinished Business” merchandise collaboration
500 million-plus impressions in two months across five platforms, with a 45% lift in audience engagement
The content house built to produce it became the operating model for the rest of the campaign's creative output
Portrait Coffee
CREATIVE + SOCIAL CONTENT + BRAND PARTNERSHIP
We collaborated with Atlanta's first Black-owned coffee roaster, Portrait Coffee, to create a signature blend named in honor of Stacey Abrams and her commitment to changing the narrative. This partnership not only celebrated her legacy but also supported a local Black business, aligning with the campaign’s values of empowerment and community investment.
Brand Partnership
Partnered with Cease X Desist led by Fred Saint Foster, an Atlanta-based, self-made creative director and fashion designer known for his work with Future's Free Bandz Clothing Line and other stars. Fred resonated with Stacey's story as an underdog and the power of imagination in driving change. Together, we crafted the "Unfinished Business" story and merch concept, aligning it with our campaign goals to amplify civic engagement.
Cease X Desist
Design + Collaboration
We engaged four Black designers to craft a full line of special activation campaign merchandise, which garnered significant attention and was featured in Complex Magazine and Essence Online. The talented creators included Honor Roll Clothing, Shaheed Rucker, Brand Blackwood, Natalie Lauren, and Fred Foster, each bringing a unique vision to the campaign’s message of empowerment and cultural resonance.
Honor Roll Clothing I Shaheed Rucker I Brand Blackwood I Natalie Lauren I Fred Foster
IRL ACTIVATION
Design + Sourcing
As the Creative Lead for this activation, I designed a 10x20 IRL experience at One Music Fest, creating a dynamic space for Stacey Abrams to connect with festival-goers. The activation featured free gifts, voter registration, photo opportunities, and a strong brand presence. I provided the overall design and custom illustrations for the experience, and partnered with Chroma Creative to execute the build-out and manage the space, ensuring a seamless and engaging interaction with the audience.
Illustration
ONE MUSIC FEST
Activation Design
Event Production
BLACK MENS EVENT
We strategically partnered with an all-Black men's production company the HBUC to host and film Stacey Abrams' Black Men's Conversation, led by Charlamagne Tha God and featuring 21 Savage.
Our responsibilities included scouting the perfect location, providing comprehensive event support, and designing the space and programming for the evening. This collaboration was key in creating an authentic and impactful environment that resonated with the audience.
