Episode 2 Transcript
[00:00:00] John: Today we’re thrilled to be joined by the always jubilant and effusive Justin Adu. As host of the award winning podcast, A Dose of Black Joy and Caffeine, Adu has become a powerful voice in our industry by using his platform to celebrate the contributions and struggles overcome by black talent across our industry.
[00:00:18] Just in the past year, Adu was recognized by AdAge as one of the 20, 23, 40, under 40, God, I wish I was under 40 and God, I wish is I was 10 percent as accomplished as you are. Um, and by ad color as a 2023 influencer, uh, do currently serves as an education mentor with one school, which I’m excited to hear more about a free alternative to add schools that aim to mentor and empower.
[00:00:42] The next generation of black creative leaders, a dues already accomplished career in the social and creator space includes work with Logitech, Google, THX, Carol H. Williams, Dallas contemporary as an adjunct professor with Miami ad school. I’m almost out of breath. And back in the day, [00:01:00] I mean, way back in the day at Tracy lock, where we had the good fortune to work together, a do my friend, it is wonderful to see you.
[00:01:06] Thanks so much for joining giant stories.
[00:01:09] Justin: Absolutely. Um, I mean, talk about a giant individual. So thank you so much for having me. I mean, when I got the invite, it was a no brainer for me to join. Um, the impact that you have even had on my career, even just by your presence in the office. And you know, you’re, you’re such an inspiration.
[00:01:27] So it’s truly an honor to be here. I appreciate it.
[00:01:30] John: From, from your lips to my, to my boss’s ears. Thank you so much for saying that. I appreciate that. Hey, um, so as we always start off with giant stories, um, you know, this is a, this is a podcast talking about stories that are out in the world, but I’m most interested because you’ve done so many unique things.
[00:01:45] You’re, you’re always curious and always looking for how you grow and evolve, but I would love for here just to, for the audience to hear your story. How are you? Where you are?
[00:01:54] Justin: Absolutely. Absolutely. So I always like to say that, you know, my story really started off with [00:02:00] me being a bit right brain, left brain.
[00:02:02] And I have to thank my parents for that. You know, my dad being from Ghana, so a Ghanaian that was very much so like, you know, you have to have book bag and pen and paper and you know, what? What do you want, Jordan? You know, and then my mom was very, very creative. Actually, something that’s very fascinating is that in the 1960s, my mom actually used to work in the finance department at JWT during that time.
[00:02:32] Yeah. So, um, you never wanted to
[00:02:34] John: go into finance. So that wasn’t your, it wasn’t your gig.
[00:02:38] Justin: No, absolutely not. But. I did know that I wanted to go into advertising. Um, and so through me wanting to go into advertising, I went to Alabama A& M university to get my degree in graphic design. And then later on, that wasn’t enough for me.
[00:02:55] I really wanted to build my portfolio and I love the ideation. And that’s when I went [00:03:00] to Savannah college of art and design. Um, and that’s where our story ultimately begun because I got my first internship at Tracy lock. So. You know, um, man, I think from there, it was really about me taking, um, the art of storytelling and my love of art direction and my love of tech and my love of just overall really celebrating individuals and humans.
[00:03:28] And that’s why I think I had the career that I have today is because I’ve always put people first, personally and professionally.
[00:03:36] John: Um, so let’s talk about that. Because right now, working with the one school, you talk about putting people first. This is all about education, educating and mentoring. So talk a little bit about that and the stories that you see come to life when you are again, uh, seeking out talent that maybe has been underrepresented and bring and giving them a platform and giving them a stage to really add to an industry that’s in such dire need of more diverse talent.[00:04:00]
[00:04:00] Justin: Yeah, 100%. Especially having, I think, kind of walk that struggle, you know, sometimes I think that, um, whenever you are a creative individual and especially, you know, if you’re a black, uh, individual, um, or even if, you know, you’re from another background and you don’t see yourself in an office, there are so many other things that you really are, uh, fighting up against.
[00:04:23] And so by being closely tied to the one school, the one thing that I really love about their program is that I’m able to have those candid conversations about things that you’re going to face. You may actually face bias and not realize it. You know, you may face uncomfortable conversations and that’s okay.
[00:04:41] Um, that’s a part of the human experience. That’s part of us actually teaching each other about the kinks and the corks and the different things that are from our backgrounds. Like, that’s what gets me up every day, as weird as it sounds. But, you know, with the One School, I’m able to work with students, help them [00:05:00] build their portfolios.
[00:05:01] And then the beautiful thing about the One School program is, unlike me, who, yes, I went to Savannah College of Art and Design, but I also have a hefty bill. that I had to pay back from them. The one school is completely free. So these individuals aren’t going into financial debt, um, you know, going into their careers and a lot of times, especially within a minority communities, um, financial wellness, as well as just financial equity is something that a lot of communities are fighting for.
[00:05:30] So I love, uh, you know, being, being able to teach with the one school as well as Miami at school and teaching in general. It’s something that I encourage all professionals to really try to venture into, you know, if they have the degree or they have the experience.
[00:05:46] John: I think we should all feel an obligation to do that.
[00:05:48] You know, as you get on in this career, the only way that we’re going to ensure its success moving forward, especially as fragmented and fraught with, you know, uh, what does AI bring into the table? And, you know, [00:06:00] are there certain roles and skill sets that might be diminished versus other ones that might be created?
[00:06:04] I think we all have an obligation to lean in and make sure that that generation can move this industry forward in a way that we would all be proud of once our careers are over. Right.
[00:06:13] Justin: Absolutely. Definitely. Because we, we do want them to be over respectfully. Yeah, we do. At some point, at some point. Yeah.
[00:06:22] Oh, you know, as long as, as long as we’re kicking, yes. But yeah, after over, yeah. It’s like, what is the next generation doing? And also how they’re doing that. And I’m sorry. I know that I had, I know that you probably are going to like, The dude, don’t turn the mic right now, but I have to turn the mic on. You really?
[00:06:39] Oh,
[00:06:39] John: no. Oh, no. I
[00:06:40] Justin: do. You’re such a
[00:06:43] John: podcast host. Now you’re doing your thing. All right. All right.
[00:06:46] Justin: No, because I just want to thank you for doing that seriously in my career. And I think that, you know, when you talk about the younger generation, it’s really about being seen. And I remember being at Tracy lock and feeling very [00:07:00] seen by you.
[00:07:00] For who I was the difference and what that was and what I was bringing to the table So I think that at a bare minimum, you know, even if you can’t teach Still feeling seen is something that, um, any professional could really do for a younger generation. So sorry. No, you are.
[00:07:17] John: No, you are very kind. So I want to talk about that.
[00:07:20] The not the moment between you and I. But when you talk about your work with the one team and you know, young black professionals, perhaps not seeing themselves in the industry. Was there a moment where that Whether it was at SCAD or Tracy Locker, maybe even another gig where you, where you felt like, okay, I’m actually, I see myself doing this.
[00:07:37] I see my role. I see, I see where, where my contributions can start to make a difference. Where, you know, what was that? Was it a, an aha moment or is it a collection of moments moving forward?
[00:07:50] Justin: Um, I don’t know if I still have seen it. Okay,
[00:07:54] John: that was gonna be my follow up. Like, are you there yet? Yeah, we’re not there yet.
[00:07:59] Justin: [00:08:00] Yeah, I think that the industry still has a lot of work to do when it comes to that. And the reason why I say that I don’t think that I still have seen myself yet is especially within the current climate of a lot of jobs that are recently happening.
[00:08:14] I think since 2020 and a lot of Um, racial equity commitments that have really fallen through the cracks. Yep. Um, I think that the industry still has a lot of work to do. Um, to do to really remove that bias. And that’s why it’s an ongoing conversation. And it’s not just, you know, me, I’m speaking as a black man.
[00:08:33] So I can always speak from my experience. We’re also talking about individuals that, you know, may where there may be a disability, you know, in place, or even when it comes to women. And I think that those conversations are so important. So, unfortunately I still have not seen that, but I think that that is really Where the passion and the fire with me really comes from is hopefully someone being able to see me in a seat and then see themselves.
[00:08:58] But I think that the industry still [00:09:00] has a lot of work to do to where it feels like, um, there’s a, there’s a, um, uh, active, uh, uh, you know, um, Plan in place for a lot of companies to where they’re doing it on an ongoing basis. And it’s not on a one off, uh, basis for sure.
[00:09:17] John: So let’s talk about that because I know that you’ve been very involved with, with AgColor and obviously over the last four years, you initially had this crescendo of conversation around George Floyd and all the, all the commitments that companies started to make.
[00:09:28] And there was, there was a lot. So Whether it’s political pressures or economic pressures or whatever, there are a lot of companies who have either de prioritized or diminished what they’re doing from a commitment to DEI. So how do you and ADCOLOR bring, you know, shine a light on that and make sure that that’s not something that’s lost?
[00:09:45] Because it is absolutely what’s going to move us forward is that we continue to build and diversify our workforce.
[00:09:51] Justin: Absolutely. Uh, so ADCOLOR, uh, ADCOLOR was founded by Tiffany R. Warren and, um, Tiffany R. Warren. Um, has [00:10:00] always been, I think, a champion champion, excuse me, of diversity, equity, equity, and inclusion.
[00:10:04] And it’s really about celebrating individuals in the industry, um, but also challenging them that as they continue to rise up, they’re reaching back. And I think that that is something that I have really took on. And I learned from Tiffany and I’ve also learned from ad color is that even as a professional and being in this industry, it’s something that I have to do.
[00:10:25] When. I go to these different companies or maybe I have different roles and different things that I’m doing, but I can’t forget about the other individuals that, you know, don’t have a seat at the table, aren’t landing the interview, aren’t being talked to. Um, maybe they’re not in the boys club, you know, um, and so those are the people that I always think about as I continue to progress on.
[00:10:49] Hey, there’s this opportunity here or hey, I know this person because they just don’t have the resources. You know, I think Viola Davis said it best one time where she mentioned, you [00:11:00] know, I have the Oscar. I have the Tony. I have the Grammy, I have the Emmy, but I’m still not getting Meryl Street money or Meryl Street opportunities.
[00:11:11] Now, you know, that’s up for debate to Meryl Street versus Viola Davis, but those are two heavy
[00:11:16] John: hitters right there. So
[00:11:18] Justin: they are, but point is, is that if, if, if we’re speaking 100 percent on resume and resume alone, why aren’t certain people being let in the door or being seen? And. It’s it’s it’s blatant and it’s obvious.
[00:11:34] So that’s why um, I say, you know, I haven’t seen it but that’s what I love about ad color because Through that community that we’re creating as well as the other people is challenging us to actually do the work and say, Hey, you know, if no one’s going to let us in the door, let’s continue to make progress while still being able to reach back and bring others along the way.
[00:11:53] John: Yeah. And maybe try and kick a couple doors in while we’re at it. Right. Yes, respectfully. Yeah, respectfully, of course. [00:12:00] Um, so let’s talk a little bit about, um, a dose of black joint caffeine. I know that you had just posted that you are going to be wrapping up this podcast, which I’m sure is a bit of a bittersweet thing for you, but you’ve had so many amazing guests and, you know, you, you’ve been a great guide.
[00:12:14] You talk about black creators in the industry, whether it’s tech or advertising, design, market, all kinds of different fields that you’ve talked to. I can only imagine, um, you know, pun intended that these people fill your cup, but these are people who have broken through, who have made their way. So, you know, as you sort of reflect on the seasons and the amazing guests that you had, what are some of the key takeaways that you have, um, you know, putting this on the shelf?
[00:12:41] Justin: Um, a dose of black joy and caffeine. Has changed my life forever. And it is it is bittersweet to end, you know, going into next year. It’s hard to even not get emotional thinking about it, but [00:13:00] going into next year is going to be the last year and the one key take or three as you mentioned that I could really take away, you know from the show is that black people are resilient.
[00:13:14] Black people are not going to stop. I think that’s the one thing. Um, the other thing is that they are brilliant. And the other thing is that, um, we do have joy at the end of the day. And, um, that is why I even started the podcast. That’s why I wanted to do it. is because it really did come from a time of so much black trauma that was really being, um, almost romanticized among, um, I think the ad industry, um, at that particular time, I won’t mention any publications, uh, because they’re also now very much so friends of the show for sure.
[00:13:54] Um, but I think that it really helped people realize that there are stories that you could still [00:14:00] lean into. Without really, um, you know, amplifying black trauma. So those are the three things that it really taught me. And if anything, hopefully it taught that to the community. So, um, a dose of black joy and caffeine, uh, 250 episodes.
[00:14:14] That’s unbelievable. Congratulations.
[00:14:17] John: Congratulations. What an accomplishment. So, all right, I’m going to put you on the spot. So 250 episodes there’s, you know, um, A story under each one of those conversations or multiple stories within each conversation. I’m going to put you on the spot. I want you to pick out one or two whose stories we just blew your doors off.
[00:14:35] Like, wow,
[00:14:36] Justin: man. Um, you know, I always say with the podcast, it’s almost like the after show is always kind of what, there you go. There you go. But there’s a few, um, The first person that I would say is, um, I have to say Ruben Studdard, Grammy Award winning Ruben Studdard, he was the second American Idol, um, and it [00:15:00] was just nice to have him on the podcast, I think really tell, um, his story and also I think some of the challenges that he still, you know, is facing as an R& B singer.
[00:15:11] But then also some of the amazing ways that he’s also contributed, contributing to, um, up and coming music artists. So I really loved it because once again, you know, a dose of black joint caffeine, while we certainly talk about, you know, individuals within the industry. That was a great one.
[00:15:27] John: Yeah.
[00:15:27] Justin: Um, the other one that comes to mind is I have to say, uh, Bozema St.
[00:15:31] John, which she is a
[00:15:33] John: force. A force. Wow. She’s something else.
[00:15:37] Justin: Yes, absolutely. And, um, that was just great. I think with her time and everything that she was just talking about, about authentically being yourself and so much of the work that she did, and I cannot give, uh, Bozema, uh, enough credit for everything that I think that she’s done by being in the rooms that she’s been in, um, doing the work that she’s created.
[00:15:58] I mean, she is the [00:16:00] individual that brought Beyonce to the super bowl. The first time when Pepsi was doing the halftime show. So. Yeah. And some of the, some
[00:16:08] John: of the traumas that she’s overcome personally too, um, throughout, you know, which, which really just her, her resilience and, and her, her being unafraid to be her authentic self and showing up.
[00:16:18] Um, I mean, it, it put her on a, on a global stage from a, from a marketing and creative perspective.
[00:16:24] Justin: Yes, absolutely. Yeah. 100%. So, um, so those are two it’s so, it’s so hard because everyone is so unique and, and all of them, I have different things I had, you know, another executive that like Also, you know, told me on Instagram live at one point that they were, you know, ending their job.
[00:16:43] And that was, I was like, is this an exclusive for what, you know? So I’ve, and I’ve had some people that, you know, um, you know, have, have gone through some very, very hard things that we just had to edit out of the show. [00:17:00] Um, but, um, if anything, I hope that it really served, um, as a resource to individuals that are looking to get into the industry and also, as you mentioned, fill your cup.
[00:17:10] So I appreciate that question.
[00:17:12] John: Love it. Absolutely. So let’s take a little bit more. Let’s talk a little bit more on the professional side. So you have worked in the creator and social space for much of your career. And you know, the key to bringing great social engagement to life is having a unique story to tell.
[00:17:28] So from a social perspective, you worked with some really interesting brands, whether it’s Google or whether it’s Logitech. So what do you look for in a story in those spaces? Like what’s you What really grabs your attention or where you see an opportunity to create and connect with the consumers with um, products in a way that’s authentic to them?
[00:17:45] Because we can all tell good stories, but if we’re working for our brain, it’s got to be authentic to them, right?
[00:17:49] Justin: Absolutely. Absolutely. I think the biggest thing that I really look for is how we’re able to scale a story. Um, and how many people we’re going to reach. And then even [00:18:00] when we talk about products is how many people can we actually tell their product story through that campaign or that story.
[00:18:08] So an example that I can give you is working at Google. During the height of the pandemic. I remember our CMO coming to my team at that particular time really saying, Hey, what can we do around COVID 19 quick turnaround on social media. So I was able to create a series called the weekly trend series. And so through that series, it was really highlighting how during a time of isolation, Google search is the one place that we can find community.
[00:18:36] And so really being able to land and create that strategy around amplifying search queries around COVID 19, whether it’s You know, you talked about, you know, my, my hat earlier, but, uh, you know, it’s strong, I’m telling you whether it’s how to cut your hair, you know, that’s what started it or, um, how to make banana nut bread, but being able to, you know, post those [00:19:00] queries and then create content around it and optimize the content based on the platforms is something that I really look for.
[00:19:06] So the biggest thing that I always look for is, okay, well, what’s the hook? And then how is it scalable? How can we create multiple content pieces around this idea, but then optimize it for social. And then the beautiful thing about that is that once I launched it in the U S I was able to launch it in our, um, a Mia as well as a tech market.
[00:19:27] And so I was posting anywhere from a 50 to 100 Google search queries a week. Um, based on COVID 19 and we were able to actually see a spike in some of those, uh, resources. During that time. So I think the biggest thing when you’re creating a social media campaign, especially if it’s organic is How can you scale this idea, or is it just going to be something that people see one time and then forget about?
[00:19:51] John: Well, what’s, what’s unique about Google is that there’s this universality, right? That crosses cultures, that crosses borders because the benefit and the value that Google provides [00:20:00] anybody is connecting you to information, right? And in that time and place, you know, um, being, you know, Culturally of the moment, which everybody was.
[00:20:07] But Google has such a unique opportunity to deliver value in ways that others can’t. You know, sometimes you have to think through cultural bias and cultural and you always do. But sometimes it’s very obvious that some products just do it intuitively and naturally. It really solves a lot of the Overthinking that you might have to do sometimes, right?
[00:20:24] Justin: Absolutely. Yeah. Especially when you’re talking about billions of users, um, around the world. So, uh, really exciting. Um, yeah, that’s time of my life. Always love, uh, Google and my experience there.
[00:20:36] John: So, um, speaking of Google, the, the technology in, in our space, uh, whether it’s AI or the number of platforms or, uh, All kinds of implications that technology has on how we think and how we create, but you’ve always been one who’s embraced technology and has really sort of been at the, at the bleeding edge of, of what can it do for us and what sort of fun [00:21:00] experiments can we do that might fail, but might actually produce some interesting results.
[00:21:04] So talk about how you, you view technology and how you embrace it with storytelling.
[00:21:09] Justin: Yeah. I mean, I think that we’ve seen so much of it, you know, I think no matter, you know, where you’re from, no matter your age, no matter your demographic, you, we’ve all seen so many different things come and go. And so it’s really about, okay, well, what’s going to stick.
[00:21:23] But I think as a marketer and also as a social media strategist, I really just gravitate towards it and the opportunity of being able to tell a story on a different platform. You know, I want to say maybe about one to two years ago, uh, be real. The social media app was that like. The height of what Gen Z was using.
[00:21:41] And so when you think about a social media app and companies such as be real, they’re front facing, you know, they have a front facing camera, and then they also take a picture of the thing in front of them. But when I was working at Logitech during holiday season, they wanted to reach a Gen Z. And so being able to pitch, you know, a new [00:22:00] platform like be real.
[00:22:01] know, we didn’t necessarily have a huge community on there, but we were able to, but we knew that that’s where Gen Z was that it seemed like the most. Uh rational thing to do and that’s what we did and I think you know being able to be on emerging platforms And there’s also challenge the brand especially brands that are a bit older It’s just something that i’ve always been excited about doing so I embrace the technology um from that standpoint and I also embrace it because as a minority, I think that Black people have always looked at technology, uh, to find their voice.
[00:22:36] Um, whether that is, you know, switching up their MySpace pages, adding funky music to it, you know, really changing out the backgrounds to express themselves. And I think that even as you look at, you know, um, X, which was formerly known as Twitter. That’s especially a place that black Twitter was able to really find their voice and express themselves as well as really tell their own stories.
[00:22:58] So I think for [00:23:00] me, it really is twofold. One, I think it’s just exciting from a consumer perspective, but then also personally, I think it’s the one place to where I don’t have any roadblocks. Um, when it comes to telling my story, my way and how I want to,
[00:23:14] John: I think there’s also a level of excitement, um, at least with on our four walls, when we’re experimenting with the new technology or new platform that this might not work.
[00:23:22] I mean, to me, to me, I think that there’s a level of excitement to say, Hey, let’s, you know, if, if, if there’s a possibility that it’s going to fail, like let’s mess around and make sure that we do this right. Right. You know what I mean?
[00:23:32] Justin: Yeah. And setting expectations, you know, that’s all that you have to do.
[00:23:37] Um, it’s the same thing. It’s almost like, you know, no one likes you. No one likes it when you’re, you know, planning a huge party and you say, okay, I may or may not come. Right. No one likes that feeling. Right. Uh, but you know that, okay, that person may show up and it’s great. And if they don’t, okay, maybe you’re not that happy.
[00:23:53] And I think it’s the same way with using You know, technology and these emerging platforms, it’s like this may work and it may not [00:24:00] work. But if it works, great.
[00:24:01] John: Yeah. Well, and I think the key to that is having a trusting partner, whether it’s a client or, uh, you know, some other internal constituency that you have to work with.
[00:24:09] That’s, that’s, that’s okay with, with assuming the risk and say, you know what, if nothing else, we’re going to learn something and we’re going to tell a meaningful story. And if it resonates with everybody, great. If it doesn’t, we’re going to understand why it didn’t. And we’re going to, we’re going to adapt and evolve, but we’re not going to start, we’re not going to stop tinkering.
[00:24:23] Right.
[00:24:23] Justin: 100%. And I think even on top of that, you know, I would also add, I think having a client that understands the agency landscape and having a client that understands the in house landscape because those two worlds and perspectives of pitching those particular ideas look very different. And I could certainly say that me working in advertising, you know, for roughly around, you know, those Five to eight years, you know, that I was strictly in agency and then going in house.
[00:24:51] Um, I gravitate towards those ideas coming from the agency because I understand, you know, why they’re pitching them. And I understand why [00:25:00] I as somebody that’s in house may have a little hesitation. Well, it’s because You know, I’m, I may be either too product focused and, or, you know, um, I’m too much in my bubble, so it’s very important.
[00:25:11] John: You know, it’s, I’d like to, to dive a little bit more into that. So as a creative, you know, cause there’s, I think there’s a lot of marketers who’ve worked at agencies, um, client side, you know, client service marketers who worked at agencies and then move over to client sides, but as a creative who’s, who’s straddled the, you know, both sides of the fence, talk about the most, um, talk about your perspectives from each and what you, what you’ve learned or appreciated about the other side, having been in both.
[00:25:34] Justin: Yeah, the rigor, for sure. Um, you know, I don’t think there’s any way that I would be able to work, uh, in the tech industry or even work at, you know, so many places if I did not necessarily have that rigor to move fast, move quickly, um, you know, especially once being an art director, you know, there’s no, there’s no time like now to actually turn around a mechanical.
[00:25:56] John: Oh gosh. Oh
[00:25:57] Justin: yeah. Especially, you know, [00:26:00] we’re not, whatever these kids are using these days. Yeah. Brian, er yeah, exactly. Kim, Emma, whatever, you know, but I, I trust
[00:26:06] John: my team. I don’t need to know all the details. I trust my team. Okay. Yeah, yeah. You know,
[00:26:09] Justin: but, but, you know, but to that, but to that standpoint, you know, being able to do that.
[00:26:13] So, um, I, yeah, I think working on the agency side, it’s really the rigor. Um, the other thing too is really, really, really, um, understanding the brief and questioning the brief. Mm-Hmm. as much as possible. When it’s coming from the client, because, you know, I also, you know, my hat goes off from like an agency, our standpoint, you know, so it’s, so it’s being able to learn and know things like that.
[00:26:38] And then the other thing too, is just collaboration and trusting your team and your art director and working with them and, you know, really trying to form bonds in and out of the office because some of the best ideas actually come out of the office. So the agency has taught me that. And then on the flip side, you know, being in house and working so closely for products, whether [00:27:00] that’s THX technology or it’s Google, you know, Google assistant or Google products, or even if we’re talking about Logitech mouse and keyboards, it’s really being able to know the user 100 percent and then also understand the product functionality.
[00:27:15] Um, and so being a. Product marketer, which I don’t coin myself as I don’t like it.
[00:27:22] John: It’s, it’s, it’s, it’s not who you are. It’s something you’ve done, right?
[00:27:25] Justin: Yes. It’s something that I’ve done. You know, I think that, you know, having, um, education and awareness about both of those particular environments, um, has really helped me.
[00:27:35] Uh, you know, for me to produce great ideas as well as to really, uh, you know, nurture, uh, great ideas from the agency as well as in
[00:27:43] John: house. Absolutely. All right. So a couple more questions for you first, what stories are out there that we have an overabundance of, we have, we have, you know, what we’ve, we’ve seen this story too much.
[00:27:54] We need to see something different. What’s what’s an overabundance.
[00:27:58] Justin: I think we’ve seen [00:28:00] an overabundance of, um, of. Of the A. I. Story and the A. I. Story, um, being done incorrectly. I think that that’s what I think that that’s what we’ve seen an overabundance of. I don’t think that we figured it out yet in order to really start creating, you know, campaigns around it.
[00:28:22] Um, as well as being able to, you know, um, actually use, uh, images. I like the testing and try, but I think that we’ve seen an overabundance of it not being done correctly or, or the right way. And I think that we’re still trying to figure out. The technology as well as the tools and the best way to execute it.
[00:28:41] So, um, there’s nothing wrong with it. I think that there’s a lot of stuff out there, but I don’t know if anyone has necessarily, uh, landed it just yet. But that’s also exciting because I think that’s what we have the opportunity to hopefully do. So I would say, um, the use of AI, um, in various different stories, but I don’t think that we’ve nailed it quite yet.
[00:28:59] John: [00:29:00] Okay. What is there an underabundance of from a story perspective?
[00:29:04] Justin: Under abundance of,
[00:29:06] John: yeah, we need more. I think
[00:29:07] Justin: that, yeah, that we need more of. I think that there is still an under abundance of, um, of Gen Z, gen Z focused, uh, stories as well as Gen Z owned stories. I think that we could really trust more individuals.
[00:29:22] That skew Gen Z that are within that age bracket to create their own stories to work on campaigns. Um, we, we have them actually leading it. And I think that they’re amazing, like through the creation, I think it’s just simply really trusting them, um, with the huge budgets, with the way that it’s coming to life and also the voice.
[00:29:40] And I think that, and what their spending
[00:29:42] John: power is, right? I mean, these are people who have a major contribution to the, you know, to our economic potential.
[00:29:47] Justin: Yeah, absolutely. And you know, a lot of cases they’re not in the room or they’re just really kind of being positioned to create TikTok videos and it’s great.
[00:29:56] They understand the platform. They know it but at the same time [00:30:00] imagine what they could actually do. And I can only speak from a social media perspective on other platforms, or even if they were to be given a larger campaign. So, I think, um, you know, when it comes to, um, you know, Gen Z generation, I think that there could be, I think currently there’s an underabundance of distrust with that generation, and I would love to see more of that.
[00:30:21] I know it’s certainly something that I do 100 percent is really try to foster Gen Z as well as, Any, uh, team members that are reporting into me, but you know, to really make sure that they have a seat at the table on those larger campaigns.
[00:30:33] John: Awesome. That’s great. All right. So I know that you’ve teased that, you know, you you’re, you’re working on what’s next for you.
[00:30:40] And, uh, I’ll certainly give you the platform if you want to spill the beans, or if you just want to talk about in more broad, general things, like what’s, what’s next for you. What, what’s, what’s the next five years look like for a do?
[00:30:51] Justin: Oh man, next five years for me. Um, well, um, rest. Is always included in that.
[00:30:57] So I can never get enough of that.
[00:30:59] John: Good for you. [00:31:00] Good for you.
[00:31:01] Justin: We all have to say that, but, um, no, I am excited, you know, with the end of a dose of black joint caffeine, but I’m also excited because I will be still executive and executive producing as well as creating podcasts. So that’s what opens up the door for me, which I’m really, really excited about.
[00:31:20] Um, I would also say that, you know, it makes me step a little bit away from being in front of the camera and the mic, but really being able to do that. And then, um, still, uh, working, you know, on social media campaigns, really still understanding, uh, social media communities, fostering them. Um, I have a new opportunity, um, that I’m really excited about.
[00:31:43] Um, You know, uh, still being a look forward to
[00:31:46] John: hearing about it. I look forward to hearing about it soon. I get it. Yes. I’m written between the lines. I look forward to hearing about it.
[00:31:54] Justin: Thank you. Um, yeah, you know, so, um, so everything, everything has been going [00:32:00] really, really great. And, um, yeah, everybody will have to stay on their toes.
[00:32:03] John: They, they, they will. And I know that, uh, you know, you’ve been such a meaningful contributor to the conversation, not just around, you know, Elevating black voices, but just how we think about work and how we evolve. And, um, you know, I, I always enjoy hearing what’s next for you because it’s never a dull thing, whether it’s a personal endeavor or something that you’re doing professionally, just to say, I knew you back when is a, is a, is a point of pride for me.
[00:32:25] So I do, I really appreciate you being here. Uh, keep doing what you’re doing. Keep that hat game as strong as ever. I can only, I can only aspire to, uh, to shop where you shop for hats. Um, I will, I will look for some guidance and direction, but seriously, man, thanks for all you do.
[00:32:40] Justin: Thank you. Such an honor to be here.
[00:32:42] I am so excited about this podcast and I can’t wait to listen to the other episodes.
[00:32:46] John: Absolutely. It’s going to be great. Thanks. Take care, bud.
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