In February 2021—just months after the global protests sparked by the murder of George Floyd—Voices from Harlem launched during Black History Month. It entered a cultural landscape where brands were being held accountable not just for what they said, but how they said it—and whether it was rooted in anything real.

Music has always been a foundational pillar of the Rémy Martin brand. So has its connection to Black audiences, who represent a major segment of its global community and cultural influence. But Voices from Harlem took that relationship deeper—honoring Black artistry not with a hashtag, but through collaboration, reverence, and storytelling.

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In partnership with the Harlem Writers Guild—the oldest Black writers’ group in the U.S.—and GRAMMY-winning producer Jermaine Dupri, the campaign reimagined poems from the Harlem Renaissance with modern-day Harlem poets and original musical compositions. The featured works—Mother to Son by Langston Hughes, The Gift to Sing by James Weldon Johnson, Harlem Wine by Countee Cullen, and My Little Dreams by Georgia Douglas Johnson—were reborn as short films that bridged past and present, language and sound, heritage and now.

As Senior Social Media Strategist, I helped source the Harlem-based micro-influencer talent who brought the campaign to life on social. I collaborated with the creative team at Fred & Farid on briefing and alignment, built out the publishing and scheduling plan, and led campaign reporting and analytics.

Voices from Harlem was awarded a D&AD Wood Pencil for Use of Micro-Talent & Influencer, shortlisted for Original Composition in Sound Design, and featured in Adweek and The Drum.

AGENCY: FRED & FARID NEW YORK (2021)