CBS Sports
Honoring the legacy of Black athletes through a series of vignettes for Black History Month.
Project Overview
Scope: Brand Activation (Creative Direction & Concept Development)
Engagement: Super Noon
CBS Sports enlisted Afternoon Culture to define the creative direction for their “Celebrating Black Stories” campaign, a series of animated vignettes spotlighting the achievements of lesser-known Black athletes. Our role focused on establishing the creative direction while other designers and animators brought the vision to life.
Through in-depth research and a close review of the scripts, we crafted a cohesive concept that set the tone and aesthetic for the campaign. This direction informed the creation of vignettes featuring trailblazing figures such as Josh Gibson, Lucy Diggs Slowe, and Alice Coachman, celebrating their lasting impact on sports and culture.
The campaign’s importance was recognized when three of the vignettes received nominations for the 43rd Annual Sports Emmys, showcasing the power of intentional storytelling and creative strategy in amplifying diverse voices.
CBS Sports Executive Producer Harold Bryant praised the campaign as a significant step toward fostering a more inclusive industry, with “Celebrating Black Stories” paving the way for narratives that connect with a wider audience.