​Studio City, Calif.-based The Shop embraced the drama for Fox’s new series, Our Kind of People, executive produced by Empire and Star’s Lee Daniels and starring Chicago Med’s Yaya DaCosta and Morris Chestnut.

The spot introduces viewers to the tony world of Oak Bluffs on Martha’s Vineyard, where the rich and powerful Black elite have come to vacation and relax for more than five decades. It’s this world that Angela Vaughn (DaCosta) is trying to find her place within. Vaughn is a strong-willed single mom who’s pitching her own line of hair care targeted at Black women and trying to make it big.

The series is inspired by Lawrence Otis Graham’s critically acclaimed book, Our Kind of People: Inside America’s Black Upper Class.

Our Kind of People debuts Tuesday, Sept. 21 on Fox.


Client: Fox

Creative Director, Creative Advertising: Steve Behnke

SVP, VIS: Ian MacRitchie

VP, VIS: Jesse Hallas

SVP, Creative Advertising: Brian Gawronski

VP, Creative Advertising : Karen McAllister

Agency: The Shop

President: Jonathan Hayman

Creative Director: Jonathan Hayman

Editor: Dave Lepes

Chief Creative Officer: Nick Shakarian

Tags: fox hot spots lee daniels our kind of people the shop trailers yaya dacosta

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