With the highly anticipated Essence Festival returning to New Orleans for the first time since the pandemic, HBO Max sought to create an impactful experience that highlighted the brand’s key initiatives and programming through Scene in Black - HBO Max’s home for Black stories tellers, talent, creators, change-agents, tastemakers, doers and dreamers.

The goal of the campaign was to generate buzz and excitement surrounding the network's upcoming programming and for Scene in Black through immersive experiences, impactful conversations and talent integration.

Celebrating Essence Fest’s return this summer after a two-year hiatus, HBO Max planned to bring Scene in Black to New Orleans for the very first time. The takeover of scenic Chicory and Ace Hotel event spaces would produce six different experiences that would highlight Black stories and storytellers on HBO Max.

Throughout the three-day weekend, various HBO Max talent, influencers, and VIP guests would have the opportunity to familiarize themselves with HBO Max programming through exclusive panels and screenings, enjoy Scene in Black photo moments, indulge in New Orleans-inspired specialty cocktails and bites, and most importantly, celebrate Black joy!

By creating a space for conversations surrounding upcoming HBO Max programmings, the brand wanted to create a groundswell of buzz and excitement about what’s to come. The activations would further the brand building by placing HBO Max’s Scene in Black social initiatives at the center of the conversation with a series of events presented by Scene in Black.

Throughout the three-day weekend, various HBO Max talent, influencers, and VIP guests would have the opportunity to familiarize themselves with HBO Max programming through exclusive panels and screenings, specialized drinks and bites and fun photo moments.

The demographic for the activations aligned with that of Essence Fest: Millennial and Gen Z Black women (18-45) with a secondary demographic of Black men (18-45). The psychographic of the attendees were media, television & film, music and above all, Black culture enthusiasts - which aligned perfectly with HBO Max’s target audience.

Kicking off the weekend at Essence Fest, HBO Max curated a welcome mixer aimed at celebrating and uplifting the creative community of New Orleans. Following the kick-off, the rest of the three-day experience included:

HBO Max POV Brunch and Panel: The 75 person brunch highlighted the personal stories and behind the scenes experiences of HBO talent.

“Curls & Conversation” with Sienna Naturals: Hairstylist Felicia Leatherwood and Sienna Naturals Co- Founder, Hannah Diop spoke on HBO Max’s Rap Sh!t’s hairstyles, and gave advice to entrepreneurs within the hair space.

HBO Max series Rap Sh!t: A show-themed nightclub inspired panel discussion and exclusive screening of the new series.

HBO Max Rap Sh!t Party: We brought Rap Sh!t to life with a takeover of The Ace Hotel with over 300 guests in attendance.

HBO Max RnB Brunch: We closed out the epic weekend with a 120 person creator’s brunch.

By placing HBO’s new social initiative Scene in Black at the center of the activations, the brand was able to grow its presence, awareness and profile amongst a target audience of multicultural influencers, tastemakers and media mavens during a highly memorable weekend.

Overall, the six Scene in Black events were attended by over 715 guests. The three-day activation secured over 15MM social media impressions and 16.5K engagements. The Scene in Black photobooth had over 1.2K photos taken throughout the weekend.

Notable guests in attendance throughout the weekend included: Issa Rae, Janelle Monae, CHRISS, Kiya Cole, Morgan Walker, President Kennedy, Rikki Hughes, Jade Hall, Mark Caesarl, Marsai Martin, and Jennifer Johnson.