Brisk is a brand about celebrating creators, and knew Black Panther was going to be more than a film—it was destined to be a cultural moment. The creators behind the film were something that made it special, because they were so different than those behind any film that came before it. As such, Brisk’s brand owners knew they had to go above and beyond the typical brand campaign to celebrate a film of this magnitude. Brisk wanted to be a tangible and accretive part of the cultural moment Black Panther set into motion. Since people wanted to hear and talk about the creators behind the film, Brisk embodied its commitment to creators by seizing this opportunity to inspire a new generation of aspiring cross-cultural artists.

To celebrate creators behind Black Panther, Brisk collaborated with Michael B. Jordan on a spot depicting his creative process in preparing for his role. Brisk also created and seeded a limited-edition influencer kit featuring products designed by key Black Panther talent—from costume designers, to production designers, to script writers, to comic book artists. Finally, Brisk launched the live "Unmasked Studios” experience during the film's release weekend, bringing Wakanda to life with different rooms inspired by the work of the Black Panther’s different creators. Also using the moment to help aspiring creators, Brisk created content with film talent like Michael B. Jordan and lead costume designer Ruth Carter to provide inspiration and advice to young creators. Brisk also launched Creators Class at "Unmasked Studios" to give opportunities to these aspiring creators, like an internship at Michael B. Jordan’s newly formed production company, Outlier Society.

Brisk’s end-to end campaign generated over 565MM total media impressions and over 100MM social impressions. Sentiment surrounding the partnership was positive; the strategy of partnering with such a cultural movement helped Brisk reach its audience in a truly authentic way. Due to the partnership, Brisk placed its biggest program in Wal Mart while competing against internal PepsiCo priorities around SuperBowl. For the promotional period, Brisk's volume skyrocketed more than 10% vs. YAG. But aside from numbers, Brisk took pride in becoming a crucial part of the impactful conversation around Black Panther. As Brisk surveys the response, it seems consumers and media were extremely receptive and understood its message—as evidenced by headlines like BlackEnterprise.com’s “Black Panther Star Michael B Jordan Teams Up With Brisk To Empower Urban Creatives.”

Black Panther was incredibly successful not only as a film, but also as a once-in-a-lifetime lightning rod for cultural conversation. Rising to this rare occasion, Brisk wanted to partner with Marvel Studios in a capacity that transcended typical co-promotion to tell a deeper, more authentic story about the creators behind the film—one that inspired a crop of aspiring young creators with campaign tactics that spanned digital, experiential, and social components in addition to the Michael B. Jordan-helmed Creators Class mentorship program.

Brisk's approach to bringing the creators story to life with Black Panther was two-fold. First, it wanted to celebrate and help tell the story of the amazing creators behind the film. Second, it wanted to seize on this seismic cultural moment to provide inspiration and opportunities for aspiring creators on their own journeys. Everything Brisk did connected to these two goals. This was on display in the “Hidden Hustle" hero spot starring Michael B. Jordan, which not only highlighted the actor’s own creative process as he prepared to co-star in Black Panther, but also doubled as his directorial debut and the first unveiled project of his new production company, Outlier Society. In addition to working with him and his company on the “Hidden Hustle” spot, Brisk also partnered with Outlier to provide internships to three aspiring filmmakers as part of Brisk's Creators Class program.

Marvel Studios was looking for a partner to co-promote an incredible film, but wanted a like-minded brand who could move beyond typical promo to tell a story that was authentic to what the film stood for. In 2018, Brisk doubled down on its mission to empower young creators through their hustle to “Unleash Their Flavor.” Launching a cross-touchpoint campaign and a mentorship program called Creators Class, Brisk aimed to give opportunities to aspiring creators looking for their big break.