Prior to this project I'd worked in digital all my career and had never created work that was culturally significant. I'd be envious of our ATL cousins who could be backed by big budgets and air time saturation to beat an audience into cultural submission. 

It wasn't until after the campaign launched when TribalDDB received an email from Death Row records asking them for permission to use the Philips Microsite in 50 Cents upcoming video that I knew we had created something significant.