The Brief
To launch Michaela Coel’s groundbreaking series I May Destroy You, HBO needed a campaign that could do two things at once: create cultural buzz while also providing a safe and authentic space to explore themes of consent, trauma, identity, and healing. With live events off the table in Spring 2020, the challenge was to meet audiences where they already were - online - and engage Black and Queer communities in ways that felt both empowering and deeply respectful.

The Final Product
From pitch through execution, I led the agency team for Gathering the Pieces, a digital-first campaign designed as a space for healing, dialogue, and community. We curated a “host committee” of 24 influencers, activists, therapists, and cultural leaders to guide Instagram Live conversations on dating, friendship, trauma, self-love, and sexual wellness. Weekly post-show sessions expanded the dialogue, supported by partnerships with Therapy for Black Girls, Refinery29 Unbothered, NewFest, and Creative Collective NYC. A seeding kit anchored the campaign, encouraging recipients to literally “gather the pieces” of self-care through writing, reflection, and wellness practices. Together, these touchpoints turned social platforms into places of resource-sharing, vulnerability, and cultural resonance, amplifying the series’ themes while giving audiences tools for their own journeys.

The Results
The campaign sparked widespread engagement and critical recognition:

• 137,000+ live session views

• 2.1M+ social impressions

• 13 themed sessions led by 24 influencers and experts

• 6 cultural partnerships including Therapy for Black Girls and NewFest

• 20 press features amplifying the campaign nationally

Beyond metrics, Gathering the Pieces succeeded in holding space for conversations rarely given visibility, particularly within Black and Queer communities. Audiences described the experience as uplifting, healing, and transformative. By merging entertainment with safe-space dialogue, HBO proved that storytelling can move culture forward while driving both conversation and connection.