That’s My Word set out to do what traditional pharma advertising never could… reach Black communities! Reach them in a voice that felt like their own. We aimed to raise awareness and reclaim trust, one promise at a time. I led the creative vision across two seasons. In Season 1,
we turned to the families of Hip-Hop icons we lost. Guru from Gang Starr and Hub from The Roots. Through raw, intimate interviews with D.L. Hughley, they shared the weight of loss and the urgency to act. Each story ended with a promise to get the facts, start the conversation, and push for better outcomes.
we turned to the families of Hip-Hop icons we lost. Guru from Gang Starr and Hub from The Roots. Through raw, intimate interviews with D.L. Hughley, they shared the weight of loss and the urgency to act. Each story ended with a promise to get the facts, start the conversation, and push for better outcomes.
Then we built the sequel. Season 2 tapped Hip-Hop royalty, not for celebrity, but for connection. Big Daddy Kane and MC Lyte delivering
lines from their own lyrics. I wrote each script to echo the songs that shaped a generation. The audience didn’t need to be introduced.
They leaned in. They recognized the words. They listened.
lines from their own lyrics. I wrote each script to echo the songs that shaped a generation. The audience didn’t need to be introduced.
They leaned in. They recognized the words. They listened.
We paired that with imagery that defied every pharma cliché. I worked with world-renowned photographer Jason Madara to craft a visual language that felt cinematic, reflective, and grounded in culture. Every frame was designed to show dignity, not diagnosis. This was a community-led and culturally precise production in which we used call-and-response to frame the call-to-action.
And the response was massive. Over 300,000 promises.
We said it, We meant it... That's Our Word
We said it, We meant it... That's Our Word
