STREAMING & TV
Diarra From Detroit.
BET+’s Diarra From Detroit redefined noir comedy through the unfiltered lens of a Black woman’s wit
and resilience. This genre-bending series follows Diarra Brickland—a sharp-tongued Detroit teacher whose post-divorce Tinder escapade spirals into a gripping cold-case mystery. Blending dark humor with social commentary, the show’s premiere campaign mirrored its bold narrative:
We immersed audiences in Diarra’s world through interactive AR crime-solving filters, Detroit-scavenger hunts tied to the plot, and TikTok deep dives dissecting its Motown Easter eggs. By partnering with creator Diarra Kilpatrick (@diarrastan) and local influencers, we transformed the show’s distinct voice into a cultural moment—trending for 14+ hours and becoming BET+’s top comedy premiere of 2024.
More than a launch, this campaign proved provocative storytelling thrives when authenticity leads. Diarra didn’t just entertain—it weaponized Detroit’s swagger against tired tropes, inviting viewers to solve mysteries while celebrating Black female audacity.
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