IDEAS that activate COMMUNITIES and define CULTURE

THE WORK provided creative direction and storytelling support for the Marketing campaign promoting the Grand Opening Ceremony of the Obama Presidential Center.

THE WORK led storytelling and creative strategy for a collaboration between Mark Hamill and President Obama—leveraging Star Wars Day on May 4th to drive awareness for OPC Museum tickets on-sale May 6th.

The Obama Foundation engaged THE WORK to lead the marketing campaign for the launch of the Obama Presidential Center. As lead creative agency, we created an omnichannel campaign strategy anchored in a hero manifesto video that connects the legacy of the Obamas to the actions of everyday people creating change in their communities.

As part of the Obama Presidential Center launch campaign, THE WORK developed a suite of lower-funnel performance spots, using President Obama’s voice and likeness to deliver targeted messaging, highlight key features of the Center, and encourage key audiences to visit.

To connect the Obama Presidential Center more deeply into culture, THE WORK co-developed an original idea inspired by a viral “rivalry” between President Obama and Anthony Edwards. We anchored the distribution strategy around March Madness to maximize relevance, turning the piece into a major earned media moment that drove excitement for the Center’s launch.

Pampers partnered with THE WORK to launch Pampers Pure in an increasingly competitive, values-driven market. We built a resonant campaign rooted in modern fatherhood, turning John Legend’s authentic diaper-changing ritual into breakout storytelling that drove conversation and cultural impact.

As part of the extended #LoveTheChange campaign, THE WORK partnered with Pampers to create social content for Cruisers 360 FIT, featuring Serena Williams and her daughter Olympia and reframing “wild” behavior in toddlers as a sign of curiosity, energy, and growth.

Wheaties partnered with THE WORK to modernize the brand for a new generation while honoring its legacy. We created its first campaign in 20 years (“We Champion”) celebrating cover athletes Serena Williams and LeBron James not just for their professional achievements, but for how they uplift the next generation.

In an effort to help Chegg redefine its product value prop for modern-day learners, THE WORK conducted in-depth qualitative and quantitative research, uncovering that today’s students truly need holistic, ongoing support, not just answers.

Grounded in this insight, we developed a unified product vision to boost loyalty and differentiate from competitors. We embedded directly with their product teams to drive concept development and validation, and created narrative tools and a product roadmap to align teams and leadership around this new product direction.

John Legend partnered with THE WORK to build freeamerica from the ground up, a brand aimed at ending mass incarceration and advancing criminal justice reform. We developed the full brand platform and storytelling, rooted in the idea of freedom, to highlight powerful human stories and shift hearts and minds at scale.

As part of FUTURE WITHOUT FEAR, THE WORK commissioned photographer/director Doug Segars to create a series of photo and video assets exploring the horse jockey community in St. Croix. Told through the lens of a young and aspiring jockey, the work reflects St. Croix’s rich history and generational stories. The piece premiered at the Tribeca Film Festival and was featured in GQ Sports.

Paul Quinn partnered with THE WORK to evolve its brand and better reflect its innovative model as a leading HBCU. We developed a culturally driven brand platform and architecture, modernizing its identity while honoring its legacy and positioning it to connect with a new generation of learners.

NBC partnered with John Legend and THE WORK to create a Christmas special that would stand out in a crowded holiday landscape. We reimagined it as a fictional ‘90s sitcom—blending music, comedy, and celebrity to deliver the top-rated program in its time slot and trend #1 on Twitter.

As part of our ongoing youth workshop series, THE WORK conducted primary research around Gen Z / Alpha to amass insights around learning, mental health, and social media.

Key Findings:

• 79% of learners often worry or feel anxious before or during exams or presentations
• 66% of learners are distracted by sources of entertainment
• 60% of learners struggle to maintain a regular sleep schedule

80% of students have at least four of these barriers impacting their academic performance:

• Anxiety
• Isolation
• Exhaustion
• Depression
• Distraction
• Surface Learning
• Low Self Efficacy

THE WORK partnered with SNHU and the Lumina Foundation to launch FUTURE WITHOUT FEAR, a multimedia art and culture experience elevating the voices of a generation at risk, including underserved and LGBTQ+ youth.

Bad Bunny wearing FUTURE WITHOUT FEAR “Cruz Cowboys” cardigan

THE WORK partnered with John Legend to build a self-care brand that celebrates the beauty and uniqueness of melanin-rich skin. We developed Loved01—an affordable and accessible self-care line created with the care and intention of a luxury brand.

P&G partnered with THE WORK to spark open, honest conversations around bias during a moment of heightened racial tension. We created #TalkAboutBias, a social experiment pairing strangers in candid dialogue amplified through cultural voices and media partnerships to drive massive reach and engagement.

THE WORK partnered with John Legend to bring his Grammy Award–winning catalog to life, Vegas style, with a loosely biographical retelling of his musical journey—from his early roots in the church and playing small clubs in New York, to meeting his now-famous wife. A true spectacle of love, soul, and staying true to your roots.

Bevel partnered with THE WORK to address recidivism and its impact on the Black community. We told the story of a returning citizen through an intimate father-son moment, creating an emotional film that launched Bevel’s ‘Home for Good’ program to help end recidivism.

The Chan Zuckerberg Initiative partnered with THE WORK to create 180, a content platform designed to question the foundations of the U.S. education system. Through provocative mini-docs and a distribution partnership with ATTN, we sparked widespread conversation and engaged millions in rethinking how education works.

Done and Dusted partnered with THE WORK to direct a vignette for YouTube’s Dear Earth climate special. We brought a semi-scripted piece to life through performance-led direction, balancing structure and spontaneity to make the climate crisis feel human, engaging, and actionable.

Drawing inspiration from the infinite expansiveness of celestial formations and the Greek goddess of sight, THE WORK developed the name and brand for THIA to embody clarity, intuition, and visionary intelligence.