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Winner Story

Kevin Hart:
Reality Check
by Glassell House

Glassell House had a special opportunity to work with A-list comedian Kevin Hart, promoting his special Kevin Hart: Reality Check on Peacock. The team tapped into his sense of humor and AI tech to create their vision for the multi-faceted campaign. The photos, poster art and trailer capture Hart’s blend of authentic storytelling and larger-than-life persona by mixing serious, heartfelt moments from backstage with fast-paced, rhythmic editing that mimics the beats of a punchline. Hear from the team at Glassell House about their collaborative experience on this unique project that won a 2024 Award of Excellence in Integrated & Multi-Channel Campaigns – Arts & Entertainment.

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What inspired the creative direction for the campaign?
When we approached the creative direction for Kevin Hart: Reality Check, the inspiration stemmed directly from Kevin Hart’s unique comedic voice. We knew that, to capture the essence of his stand-up, we needed to reflect both his energy and his distinctive storytelling style. Kevin’s comedy thrives on relatability, humor grounded in real-life experiences, and, of course, his electrifying stage presence. We wanted the campaign to embody those traits—bold, authentic, and full of life.

Our journey began with a high-energy photoshoot with the man himself, Kevin Hart, and the renowned photographer Art Streiber. Our creative team was instrumental in orchestrating the shoot, ensuring that every snap captured the effervescent charisma of Kevin Hart—this collection of photographs served as a vital foundation for the Key Art and various other promotional materials.

Augmenting our initial pre-vis stage with the power of AI, our mood boards were not just visions for the photoshoot; they were the bedrock upon which the entire campaign was built allowing us to test concepts prior to execution.

The trailer, in particular, was crafted to deliver that punch. We leaned into rhythmic editing, quick comedic beats, and fast pacing to mirror the feeling of watching Kevin live on stage. Our aim was to keep it relatable and engaging while building anticipation. We wanted viewers to feel like they were getting a glimpse of something intimate yet universally hilarious. So, the creative direction took on a personal tone, allowing Kevin’s humor and personality to be the core driving force, wrapped up in visuals and sound that amplified the excitement of the special.

How did the concept of the campaign evolve over time?
Initially, our concept for the Reality Check campaign was rooted in a traditional approach to comedy promotion—quick punchlines, high-energy edits, and showcasing key moments of the special. But as we progressed, we realized that Kevin Hart’s style of humor is deeply personal and relatable, and we needed the trailer to reflect that in a more intimate way. As we collaborated with Kevin and Jeff Clanagan at Hartbeat, the concept began to evolve into something much more dynamic. Rather than just creating a sizzle reel of funny moments, we decided to focus on the pacing and rhythm of the trailer to mirror Kevin’s storytelling. The evolution happened organically as we experimented with different edits, played with the emotional beats, and incorporated feedback from Hartbeat and Peacock. By the end, the campaign had transformed into something that wasn’t just a preview—it was a reflection of Kevin’s stage presence and his ability to connect with audiences through authenticity and humor.

Describe your biggest obstacle or challenge for the project.
The biggest challenge we faced was balancing Kevin Hart’s larger-than-life persona with the nuanced storytelling we wanted to capture in the trailer. Kevin is known for his high-energy comedy, but we also wanted to give viewers a glimpse of the personal side of his performance—where his stories feel deeply relatable. This required a delicate balancing act in the editing room. We had to ensure that the trailer had enough high-energy moments to excite the audience but also slow down at key points to let Kevin’s storytelling shine through. We had to remain mindful of how each element—from music to timing—worked in sync to keep viewers engaged while staying true to the essence of Kevin’s performance.

How was the partnership with Peacock and Kevin Hart’s company Hartbeat?
The collaboration between Glassell House, Peacock, and Kevin Hart’s company, Hartbeat, was a true creative synergy. From the very beginning, the partnership was grounded in mutual respect and a shared vision. Hartbeat, with its understanding of Kevin’s brand and audience, brought invaluable insights to the table, with Kevin Hart and Hartbeat co-founder, Jeff Clanagan playing a pivotal role in shaping the creative direction. Kevin was deeply engaged throughout the production process, providing invaluable input and feedback that helped us fine-tune the trailer to reflect his authentic comedic voice while still offering something fresh.

Peacock was equally incredible in giving us the creative freedom to push boundaries. They were invested in making sure the campaign didn’t just promote Reality Check, but that it also represented the platform’s broader commitment to high-quality, original content. The balance between Hartbeat’s intimate knowledge of Kevin’s audience and Peacock’s broader strategic goals made for a seamless collaboration. It felt like every part of the partnership was working in sync to produce something that not only promoted the special but truly connected with viewers on a deeper level.

 

Does your team bring projects to life through collaboration or partnerships? Enter your best work before The Final Entry Deadline on January 24th, 2025.

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