Sort Of: The Future is Theirs

 Role: Art Direction, Cultural Strategy, Consulting 
What: Social Campaign, Activation
Where: NTS Radio, Them Magazine, The Good Room in Brooklyn NYC
Sort Of is a big-hearted eight-episode comedy that follows the journey of Sabi Mehboob, a Pakistani gender-fluid millennial who finds themself in transition in every aspect of their life. For the premiere of Sort Of on HBO Max we created a digital campaign highlighting the stories told by queer South Asian artists & creators, across varying ages & identities that echo the main character Sabi on their path to self-discovery in the HBO Max series Sort Of.






Using the series tagline “The Future Is Theirs,” we leveraged HBO’s LGBTQIA+ platform ‘@HumanbyOrientation’ to tell the multi-faceted stories of our queer South Asian talent; Sonia, Jasdeep, and Alok. 





On premiere night we activated at Brooklyn community club space Good Room with a screening and party for the greater AAPI QTPoC community.







To get the word out we partnered with NTS Radio and Them Magazine to amplify the reach of our efforts. The night was archived on NTS Radio’s website for audiences to listen back and experience the sonic celebration of Sort Of, long after the live event date.