Northern Lights partnered with podcast network Luminary to develop the launch campaign for The Midnight Miracle, their new (and top-secret) podcast, starring Dave Chappelle and recorded with co-hosts Talib Kweli and Yasiin Bey.

“‘The Midnight Miracle’ gives you a look into how me and my friends process the world around us, and I think it will change the way listeners think of what a podcast can be,” said Chappelle in a statement.

“Luminary called and said, ‘We literally have no elements or footage for you to work with, so we need you to make something amazing and meaningful from nothing,’” said Joe Nichols, Northern Lights’ executive creative director.

As a result, Northern Lights delivered a campaign that features a flow of animated, dreamlike visuals complementing the poetry of the spoken word.

“Luminary knew Northern Lights was the perfect partner since we specialize in launch strategies and executions spanning editorial, motion graphics, and production driven ideas,” said Nichols. “So we did what we do best and developed a range of concepts, giving Dave and the Luminary team a slate of diverse options to choose from.”


Client: Luminary

Agency: Northern Lights

Tags: dave chappelle luminary northern lights partner content showcase spot

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