Gaining Ground: The Fight for Black Land
Fortune 100 Agriculture & Technology Company | Al Roker Entertainment | National Museum of African American History and Culture
Global Premiere.
A culturally defining story — launched on the world stage.
THE CHALLENGE
A Fortune 100 agriculture and technology company had a powerful story to tell — one that connected the brand to something far bigger than equipment. As a silent partner in the documentary Gaining Ground: The Fight for Black Land, the company needed a communications strategy that honored the gravity of the subject, elevated the film’s reach, and positioned the brand as a genuine champion of Black farmers and agricultural equity, not just a sponsor.
THE WORK
Serving as the key communications liaison between the brand and Al Roker Entertainment, I led the PR strategy and launch execution for this nationally significant documentary. The film explores the staggering loss of Black-owned farmland in America, from 16 million acres in 1910 to fewer than 5 million today, and the legal and systemic forces behind it.
The centerpiece of the launch was a global premiere event at the National Museum of African American History and Culture in Washington, D.C., one of the most prominent and respected cultural institutions in the country. I managed the event strategy, coordinated logistics across agency and client teams, and oversaw media and film festival placement efforts to ensure the film reached audiences who needed to see it most.
THE OUTCOME
The film premiered at the American Black Film Festival and garnered significant national media attention, with PBS NewsHour among the outlets covering the story. The campaign successfully positioned John Deere as an invested, values-aligned partner in one of the most pressing equity conversations in American agriculture, while amplifying voices and stories that have long been underrepresented in mainstream media.
