Autobiography of Malcolm X
Audible challenged us to develop a campaign for the first-ever full audio release of “The Autobiography of Malcolm X” to be narrated by Oscar-nominated Laurence Fishburne.
The Challenge
Audible challenged us to develop a campaign for the first-ever full audio release of “The Autobiography of Malcolm X” to be narrated by Oscar-nominated Laurence Fishburne. One biggest challenge we faced right at the beginning of the ideation phase was the start of the Covid-19 outbreak and the murder of George Floyd. It immediately became important for us to develop a campaign that authentically represents Malcolm by centering around the power of his words.
Our concept: By Any Means
“Our objective is complete freedom, justice, and equality by any means necessary.”
Few expressions in the brief history of America have culturally penetrated like the phrase “By Any Means.” More than a statement, it’s a mindset, a promise, and an understanding that anything worth having is worth fighting for.
There is no other statement that speaks louder and more authentically of Malcolm X than these words. This statement is piercing, powerful, fearless, and unapologetic. This statement is the embodiment of Malcolm’s character.
Final Cover
The goal with our approach for the cover was the lean in on the surreal and visual represent the feeling of journey as you go on this immersive restaurant tour with Marcus and Jonathan.
We wanted it to feel inviting and memorable.
Other Cover Explorations
Landing Page
Storyboards: X
In this animated spot, we will hear Laurence Fishburne recite words from Malcolm X as he asks, “Who am I?” and we see reenactments of iconic moments from Malcolm’s life through illustration and archival photography.
(Malcolm as an impoverished boy; young Malcolm in a slick suit; Malcolm behind bars; Malcolm addressing a huge crowd; Malcolm kneeling in prayer; Malcolm close-up looking straight on) This series of reenactments will continue as Laurence speaks until the climax of the spot, at which Laurence will repeat the refrain, “So who am I?”
X Spot
Storyboards: "60s vs Now"
Using archival footage, illustration, and typography, we see the parallel between the civil rights movement and activism today. As we cut back and forth between old footage and new footage,
it becomes clear that not much has changed.
However, we will also see that the unity and
resolve among the people to overcome these obstacles has not changed either; that there are still many fighters and champions for human rights today as there was then. As Laurence Fishburne narrates Malcolm X’s words, we realize the significance of what Malcolm was saying is as relevant today as it was when he was living.
"60s vs Now" Spot
Storyboards: Making of X
In this spot, we will cycle through a collage of rarely seen images of Malcolm at different stages of his life, from street hustler to civil rights activist. With each transition text will appear over each image labeling who Malcolm was at that time, such as “Brother, fighter, survivor, teacher, rebel, father, husband, activist, American, etc.” Each transition will be cut in sync with dynamic music designed to build tension.
As we cycle through the different images, we will hear the voice of Laurence Fishburne speaking in the first person as Malcolm X. At the end of the last one, the image of Malcolm will transition to reveal Laurence’s face.
