TBS “The Last OG”

In 2018, TBS Network repositioned itself as a leader in sitcom and original programming. The centerpiece of this initiative was Tracy Morgan’s breakout hit show “The Last OG”. It was crucial to create massive buzz for the show launch as well as buzz around the subtext of the show “second chances”.

To generate talk value, with a credible narrative, we connected TBS with anti-recidivism focused company, Greyston Bakery, as well as New York City Parks Renewal program. Greyston created a special brownie with custom “Last OG” branding which was distributed nationally. Working with New York City Parks, we selected a large basketball court where Tracy Morgan had actually grown up — Marcy Playground in Bed Stuy — for complete refurbishment. Timed with the launch, we held a massive block party, hosted by Tracy himself.

With enormous buzz leading up to the show, it launched with the highest viewership in cable tv history. News media across the world talked about the partnership with Greyston Bakery, as well as the block party, held in Brooklyn.

Role: Account Supervisor / Lead
Company: Mirrorball (Experiential Agency)
Categories: Entertainment / Activation / CPG / SXSW

Project Components:

• Multiple campaign touchpoints:

  • CPG development and distro

  • SXSW awareness campaign

  • Basketball court renovation

  • Block party / press launch

• Live event production

• Talent and vendor management

• Scenic design and install

• Creative asset development (web, social, print, live)

• Consumer packaged goods development

• CPG distribution and sales

• Licensed artwork

• Experiential activations

• Press outreach

• Community engagement