HBO: How To Make it in America

Client:
HBO

HBO and Decon Creative Group teamed up for the launch a new series called “How To Make it in America.” The show surrounds young and hungry New Yorkers ensconced in the Downtown New York City scene – so it was a perfect fit for us. Decon worked with HBO to create the “HTMIA” brand through our design and copywriting work as well as consulted HBO on introducing, strategizing and navigating numerous Downtown NYC personalities and brands. In addition, Decon developed a music initiative for the series that resulted in a mixtape featuring some of the best, brightest, and most relevant musicians and hosted by one of the stars of the series – Kid Cudi. The mixtape was sent to influencers, played at relevant locations, and used as a mass promotional item.