Hip Hop:
The Songs That
Shook America

Hip Hop: The Songs That Shook America is a docuseries that focuses on a groundbreaking song pivotal to the evolution of American music and culture. Artists deconstruct their composition, revisit the impact the song had on them personally, and dissect the socio-economic and cultural conditions that inspired the landmark work and gave voice to a generation. I played a critical role in the design and animation of the three separate campaigns including the guerilla marketing, on-air, and digital looks. I also worked on the majority of the printed, promotional, and social material used throughout the release.

    Role – Design & Animation
    Art Direction – Ed Benitez
    Creative Direction – JC Cancedda
The AMC team wanted the campaign narrative to reflect the DIY nature at the roots of Hip-Hop culture. Which is why we decided to make three separate looks to represent evolution and growth. Below is an example of the gorilla marketing look. Promotions with this branding were meant to have a more gritty homemade feeling and were pushed without AMC branding, but with the consistent Hip-Hop Show logo that is pervasive throughout the campaign.
Below is the upfront that started the transition from the guerilla marketing look to the on-air look. It features an animated stretchy type inspired from the ‘Explicit’ labels on CD’s that was required to be put on popular rap albums. This label was eventually embraced as a badge of honor, and most likely boosted sales. The background texture was animated in a way that eludes to a tape recorder or record player.
Below is the on-air look which was based off the previous Upfront spot except with an added spot of color.
Here is the digital look that was later used as print material for the Apollo Theater’s screening. Mainly based off the the key art, but animated with the same spirit of the ‘explicit’ label. The animation featured numerous syncopated movements and a rotating resolve.
Examples of the social assets.
Examples of the printed materials which were used during the Apollo Theater screening.
Subway live board animations.