This was an interesting one. Blacture had teased at something with a Super Bowl spot stating that black culture should “Be celebrated. Not tolerated.” A strong (if not vague) setup that required an even stronger follow through. I was called in to write the keynote address for founder Pras Michél (of the Fugees) to deliver to the world. As the ambitions of the company had grown in the three months since the Super Bowl, the challenge was to bring together some disparate services into one brand story. It was part ghostwriting, part strategy, part hype man. That’s how you launch a company built to give a bolder voice and greater access.