Godfather of Harlem is an acclaimed show dramatizing the life of Ellsworth “Bumpy” Johnson. One of the most consequential and complicated figures in New York during the Civil Rights Movement, he used his criminal empire to protect and uplift the Harlem community. But Harlem is more than a stage for Bumpy’s story, and more than his turf. This was where history was being made. Over games of chess. Over cigars & whiskey in back rooms. In a 1968 navy blue Cadillac. In the streets in broad daylight.

Welcome To Bumpy’s Harlem

For Bumpy, Harlem was alive. So for season 2, we brought it to life for our audience, too. Dropping fans back in Bumpy’s Harlem, at the center of an immersive story of perseverance, power, community, and enduring Black excellence.

A Tour of Harlem
We took fans back in time, post by post, to Bumpy’s Harlem. Bringing the era, the music, and the characters to life across feeds everywhere. A highlight of the campaign celebrated the iconic women of the show and their impact as #QueensOfHarlem.

Bumpy’s Stash
A community. That’s what Bumpy was fighting for. The people. The businesses. The culture. We invited fans to join him in supporting Harlem in the modern day by buying Black. Kicking the movement off with a stash of Bumpy-approved items, lovingly crafted in Harlem by Black-owned businesses. This exclusive box represented Bumpy’s mission, and Bumpy himself.

Drawing on his influences, history, hobbies, and persona, the box was designed with details and Easter Eggs that devoted fans would appreciate. Modeled after old cigar boxes, we presented “Ellsworth’s Premium” items, “Harlem’s Finest.” The first nods to the icon, paired with a king’s crown, referencing Bumpy’s leadership and the game of chess. Chess pieces became filigree on the exterior, but that was just the beginning.

Box Design

Inside, a full set of cut-out chess pieces could be used to play a game on the beautifully designed chessboard featured on the back of the box. The interior, covered in a map of Harlem, challenged people to join Bumpy’s cause, featuring the rallying cry “TAKE BACK WHAT’S OURS,” while prominently displaying a manifesto from Bumpy himself just above it.

Little notes were everywhere. There was even a well on the cover referencing Bumpy’s eventual death at Wells restaurant.

The Box

The contents were equally intentional. They extended beyond Bumpy, connecting to the ongoing fight he and his entourage championed. A handwritten thank you letter from Bumpy stressed that “Harlem is a state of mind...” and “...we’re just getting started.” A reminder to “Always bet on black” echoed across Bumpy’s note, as the tagline on a stylized limited-edition mini poster, and with a branded black poker chip. And a political button from Adam Clayton Powell’s campaign, sporting his famous slogan, invited people to “keep the faith” while supporting the cause.

These motifs tied the box back to Harlem’s activism, culture, and resilience.

Curated Items

We rounded out the box items in partnership with The Black Box, a black-owned company that curates boxes filled with items from Black-owned businesses. Together, the items formed a self-care ritual: a candle, tea, chocolate bar, and mug. Not just comforts, but tools. A call to reclaim time. A reminder that rest is a form of resistance — a sentiment rising in culture then and now.

Resting with Harlem-made goods while watching the premiere became another victory for the cause.

As the stash got packed up, we tied it all together, bringing Bumpy’s Tour of Harlem and his mission into the present. We introduced each woman-owned Harlem company through social spotlights, highlighting the entrepreneurs and their featured items. This mirrored the #QueensofHarlem series. And we gave fans a chance to win their own exclusive Stash.

Social - Posts & Giveaway

Bumpy’s Storefront

In Bumpy’s own words, we were just getting started. Distributing Bumpy’s Stash was the spark. We expanded our partnership with The Black Box and opened a limited-time storefront so anyone could support Harlem.

Paid posts promoted the collaboration, linking to a branded landing page on The Black Box’s website, where Bumpy urged followers to level the playing field by shopping local.

The partnership drew press and earned placement in Harlem World, strengthening the cultural resonance of the campig. All of this led people back to the desitination. The Season 2 Godfather of Harlem premiere.

Season 2 Premiere: Twitter Watch Party
Our Twitter (now X) Watchparty created a shared destination. Fans were back with Bumpy, and they were building community in real time. The event was promoted across social, the landing page, and in every box. While the season dropped on the EPIX App and Channel, the Watch Party united cast members influencers, premiere-night audience members, and fans on their sofas. Live, together.

The premiere brought every part of the campaign into focus. Putting the spotlight on Harlem once again. Deservedly so.

In the end
The campaign did more than bring Harlem together. It brought Harlem to the world. Through story, culture, craft, and community, we turned the Season 2 premiere into something bigger than a launch moment. It became an invitation to support Harlem. A movement with real impact.

Fans didn’t just watch the show, they activated around it. People showed up. They engaged. They shared. And they stepped into Bumpy’s Harlem with us. A season premiere became a cultural event, and the community that formed around it made one thing unmistakably clear. When Harlem rises, everyone feels it.

18.6K Engagements
2.16M Tweet Impressions
74.8M Trend Impressions

231K Video Views
95.2K Minutes Watched
215K Total Viewers

From the first tease to the final watch party, every piece worked exactly as it needed to. And in the spirit of Bumpy himself, the effort echoed with the quiet confidence of a job well done.