The Big Cigar

The Big Cigar is a caper-style tv series produced by Folding Chair and streamed on Apple TV+—told the story of Huey P. Newton’s escape to Cuba. While the show offered rich historical and cinematic appeal, it faced a major challenge: generating buzz among younger, pop-culture-driven audiences who were largely unfamiliar with Newton or the deeper legacy of the Black Panthers. Without the right cultural strategy, the show risked flying under the radar.

We were brought in to craft and execute a culturally relevant social campaign that would spark organic conversation around the show. We focused on reframing the narrative in a fresh and timely way—pulling threads between the revolutionary themes of the ’70s and today’s sociopolitical climate. By leveraging meme culture, platform-native storytelling, and creators aligned with community-driven movements, we translated historical weight into shareable, conversation-starting content built for the scroll.

Helped Apple TV+ generate early digital momentum for The Big Cigar, igniting cross-platform buzz and positioning the show as a must-watch moment in pop culture. The campaign succeeded in making a historical story feel urgent, cool, and relevant to a new generation.