Azha Ayanna Luckman                                                       

                                 

Recent History 

2019-Present Cult Classic Magazine Editorial Director
2019-2024 Kamp Grizzly Art Director/Cultural Strategist
2019 Apple Photo ResearcherContact

Email
Instagram
Photography Portfolio

Betty Season 1

Role: Art Direction, Strategy
What: Social Campaign, Seeding, Digital Activation, Consulting
Where: NYC + LA 
HBO’s Betty, directed by Crystal Moselle follows a group of diverse young women creating their own space in the predominantly male-oriented world of skateboarding in New York City. To launch the breakout title we sought to create community during a time of isolation. Navigating the 2020 COVID-19 landscape, we were able to bring the Betty community together, uplifting everyone in a moment of celebration. With the concept of digital meetups at the core of our approach, we utilized multi-media formats spanning across social media and the web, to engage with our audience. This digital-first approach created immense Betty buzz, with genuine engagement weaving throughout the campaign.




Imagining Betty as a lifestyle brand, we teamed up with fan favorites Come Tees, Canal New York and Unity Skateboarding to create very special collaboration products for the greater Betty Community. Making sure everyone could get their hands on it we created a Giveaway facilitated by Hypebeast, Hypebae and the Berrics yielding 2,394 entries 
over a two day window.



We implemented an influencer program to ensure our Betty swag landed in the hands of our core community members. Our roster spanned skate crews, art collectives, street photographers, artists, models and filmmakers. And in turn these members shared to their social channels the importance of community in times like these.








Our virtual gatherings culminated in a Live Series Premiere Party thrown on the @BettyHBO Instagram account. DJ sets and performances by Dede Lovelace, Caroline Polachek, Yaeji and Grimes kept fans entertained as the party counted down to the premiere of Betty on HBO. Grimes even had a special announcement for party attendees.