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NETFLIX: THE HARDER THEY FALL
CELEBRATING THE LEGACY OF BLACK COWBOYS
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.
THE EXPERIENCE
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.
Sincerely, Tommy (products)
Brooklyn Circus (products)
We Tight Knit (screenprinted bandanas and on-site customized chainstitched bandanas)
Brooklyn Tea (on-site beverages served out of ‘Mary’s Saloon’)
PURA (black cowboys)
Wefus Tyus (Roper)
Trae Venerable (Storyteller)
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
