The Crossover: the Story of Laurence Moses Bryant (UNINTERRUPTED)

Social Media Strategy / Content Creation / Satirical Ghostwriting 

About
  • Mockumentary starring New Girl actor Lamorne Morris as "Larry," a nobody from Akron, Ohio, who claims he "crossed over" LeBron James in a high school game
My role
  • Led overall marketing strategy and executed experimental digital release of mockumentary
  • Created and implemented innovative campaign aspects, including satirical elements 
Campaign elements: links to watch 
  • Full mockumentary on Uninterrupted’s YouTube
  • Teasers to create initial buzz across Uninterrupted’s and Lamorne’s social channels
  • Parody Twitter account executed as Larry Moses Bryant, to “keep the bit going” — character regularly interacted with LeBron’s fans, live tweeted games, and promoted the mockumentary’s release
  • Parody photo of LeBron's famed "#LeBronWatch" game shoe series on Instagram, featuring Larry Moses Bryant’s kicks instead

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