We worked with Walmart to launch this series of docu-style short films to serve as both an ode to Black fatherhood and an exploration of its evolution. 

By scratching beneath the surface of the daily lives of a few real Black fathers, each film highlighted a new perspective on Black fatherhood today. Through a combination of pointed intergenerational conversations juxtaposed with the visual narrative of intimate, everyday moments, the short films directed by emerging filmmakers Jared Malik Royal, Dior Rodriguez, and Rodney Rikai captured authentic, nuanced stories of real dads who are shifting the narrative in their day-to-day lives.

In honor of Father’s Day, the series launched just in to encourage families everywhere to celebrate the amazing fathers in their lives and premiere at this year’s American Black Film Festival. The films were followed by a live panel discussion between actors Morris Chestnut and Lorenz Tate and filmmaker Malcolm Lee who together discussed the ways they are making strides every day to continue re-writing the narrative. 

Legacy of the Sea by DIor rodriguez

Legacy of the Sea is a story of preserving and passing down traditions. Dior’s concept was born from her own experience with her late father who was a maker and empowered an entire generation by sharing his wisdom. This poetic story explores themes of family traditions and heritage in a way that is relatable yet refreshingly nuanced and original. Not only does this short expand viewers understanding of Black fatherhood, it also introduces an all-together new understanding of Blackness and identity. 

Dear Dad By Jared M. Royal

Jared’s, Dear Dad,” film takes place on Sankofa Farms and explores the story of father and farmer Kamal Bell. This poetic doc explores how Kamal is using foundational Black knowledge in innovative new ways to create a lasting legacy. Jared drew inspiration for this theme from his own family history and the generations of fathers that paved the way for him. The result was a compelling, cinematic portrayal of a new kind of Black family story. 

Just Breathe by Rodney Rikai

Rodney’s story was a reflective, autobiographical homage to his journey as a full-time single father and uncle. As a self-titled Dunkle, Rodney has learned to juggle becoming his own man while also raising his son and nephew to become the men they are meant to be. “Just Breathe,” is a commentary on modern Black fatherhood and parenting styles that both draws and departs from the models of prior generations . This refreshing new stories is an inspiration for the new fathers of today to feel seen.

DEAR DAD TIK TOK UGC CAMPAIGN

To complement our longer-form films on Tik Tok, we challenged everyday fathers and families to showcase their usual rituals and routines. These quick glimpses into each family’s story highlighted the nuances that make Black fatherhood today unique and gave new insight into the roles. Black fathers play in their family’s and community’s lives.

We received a flood of responses in varying styles and formats from creators that far extended beyond our initial target. In addition to young, Black father’s we also saw participation from dads of all ages and walks of life celebrating their families and outpourings of wives, children, and loved ones eager to honoring their special relationships with the fathers in their lives.

Father’s day streamathon DIGITAL Activation

To celebrate the limitless expression of Black Fatherhood, we worked with Walmart to commission NFL superstar Cam Newton and video game icon, IpodKingCarter, for this Fathers Day LIVE STREAM. The two formed father and son duos with their boys and faced off in our custom, branded gaming lounge FULL of retro nostalgic video games like NBA JAM, VR Racing, and other classics. The game room was also opened to the public for local dads to enjoy with their families.