HBO wanted to create an authentic promotional and music campaign around the launch of their new series, “How To Make It In America.” Featuring young and hungry New Yorkers ensconced in the Downtown scene, the show was a perfect fit for us.
We also consulted HBO on introducing, strategizing, and navigating relationships with Downtown NYC personalities and brands for partnerships and cross-promotions. In addition, we worked with the show’s music supervisors, DJs Green Lantern and Mick Boogie, plus it's own Kid Cudi to develop a music initiative in support of the show. Mixtapes and a killer Facebook app were the ultimate product, featuring some of the best, brightest, and most relevant musicians we could find.
From helping to find the brand’s voice to aligning the project with relevant partners, Decon helped to establish How To Make It In America as a credible and relevant series.