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Netflix’s “The Harder the Fall” is a Black American Western whose characters are loosely based on real stories of cowboys, lawmen and outlaws of the 19th-century American West. To create excitement for this new title we built an immersive living version of the film’s fictional town of Redwood City, in the heart of NYC’s Meatpacking District. We partnered with real Black cowboys and Black-owned businesses to authenticate the experience, providing moments of education and stoppable era-inspired products in celebration of the Black American West.

A curation of NYC creators extended the show’s narrative with special moments throughout our Redwood City build. Key Moments: Two pop-up marketplace tents with products from Sincerely Tommy and The Brooklyn Circus, C.A. Boseman Train Car Museum with Tintype photobooth, chain stitching customization by We Tight Knit, Cowboy Camp hosted by cowboys PURA and roper Wefts Tyrus, a performance area with stories by Trae Venerable, and on-site beverages by Brooklyn Tea served out of Stagecoach Mary’s Saloon.

PARTNERS

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BRAND STRATEGY / CREATIVE CONCEPT / ACTIVATION / CONTENT CREATION / FILM PRODUCTION / PROJECT MANAGEMENT / PARTNER MANAGEMENT / TALENT MANAGEMENT

Creative Agency: KAMP

Production: KAMP

Scenic Photographer: Trash Hand

Activation Photographer: Johnny Nunez

Activation Director of Photography: Matt Hayes

Art Department: Chris Hawthorne @ Hawthorne Industries 

October 2021

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A compelling message narrated by one of Netflix’s youngest stars, closes in a powerful scene inspired by an iconic moment in black entertainment history.

Kamp was tasked with creating a coming-out moment for Netflix’s Strong Black Lead initiative, establishing it as not just a social presence, but a larger movement powered by Netflix that could truly disrupt Hollywood and change media for the better. 

A recreation of “A Great Day in Harlem” becomes “A Great Day in Hollywood” to launch Netflix’s @strongblacklead.

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The iconic 1958 photograph “A Great Day in Harlem” by Art Kane featured 57 influential jazz musicians on the steps of a Harlem brownstone. 40 years later, we recreated the moment, picturing 47 of Netflix’s Black talent on a back lot at Universal Studios to showcase the diversity and creativity of their Black creators.

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FEATURED TALENT

BRAND STRATEGY / CREATIVE CONCEPT / CONTENT CREATION / FILM PRODUCTION / PROJECT MANAGEMENT / VISUAL PRODUCTION

Creative Agency: KAMP

Director: Lacey Duke

Director of Photography: Malik Sayeed

Photography: Kwaku Alston

Production Company: Pretty Bird

Editorial: Arcade

Music: Beacon Street Studios

June 2018

CREATING A MOVEMENT WITH STRONG BLACK LEAD

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Over the summer, Fat Tire partnered with legendary skate brand Vans for a limited-edition release of collab cans and packaging. KAMP worked with Fat Tire to develop an attention grabbing, co-branded campaign appealing to the like-minded folks at the cross section of FT’s core audience and younger fans aligned with the Vans lifestyle.

Knowing that TikTok viewers are consuming content differently, KAMP tailored our assets using a platform-relevant approach. A beer can POV concept put the collab product front and center within lifestyle and skate scenes, while an epic fingerboard video edit gave a nod to skate film tropes.

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Collage-based artwork has long represented the DIY connective tissue & rebellious spirit of both Fat Tire and Vans. Drawing from this shared brand DNA, KAMP combined, layered, and juxtaposed elements pulled from lifestyle & in-studio photo shoots as a way to bring product to the forefront.

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ART DIRECTION / BRAND STRATEGY / CONTENT CREATION / COPYWRITING / CREATIVE CONCEPT / CREATIVE DIRECTION / DESIGN / PRODUCTION / PROJECT MANAGEMENT / TALENT MANAGEMENT

Creative Agency: KAMP

Director of Photography: Martin Riegel

Editor: Martin Riegel

Sound: TH3RD Sound

Production: KAMP

Post: KAMP

April 2024

FAT TIRE x VANS

Kamp Grizzly is an independent agency creating meaningful connections between the world’s best brands & the cultures they participate in.