SINNERS Isn’t Just a Movie, It’s a Cultural Movement
SINNERS hype is well deserved, Crocs stole the show at the NFL Draft, Mcdonald's Chicken Strips, and more in 'What Stopped My Scroll.'
What’s up, fam! Hope you all had a fantastic week. Today’s letter focuses on a ton of content that grabbed my attention. I HAVE to talk about Sinners because its impact on culture is amazing to witness in real-time. Also, NFL teams produced good draft content this year, Kendrick and Chanel officially announced their partnership, and Adidas put on a masterclass this week on how to bring your digital content to life in the real world — Worldbuilding 101.
I highly recommend upgrading to read the letter in full.
Let’s Get it!
FAVORITE CONTENT OF THE WEEK
Creator Khadim’s content series has become a hit on TikTok and IG Reels. He gathers his boys to partake in random fun activities, from puppies and yoga to trampoline exercise classes. The videos are garnering millions of views, and fans of the series suggest new activities or places to experience in the comments.
BRANDS, CULTURE, AND COLLABORATIONS
SINNERS is a cultural moment. The world is rightfully enamored with SINNERS, and it deserves every bit of the hype! It's a film that will be remembered for years to come. I don’t throw around the phrase “instant classic” lightly, but SINNERS is the exception. It's a certified masterpiece with powerhouse performances, stunning cinematography, layered historical references, and classic horror themes.
The cultural impact has been undeniable. Fans are flooding timelines with reaction videos, memes, and TikTok edits. Honestly, I can't remember the last time a movie sparked this kind of organic, widespread response.
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Ryan Coogler doesn’t miss. He’s solidifying his place as one of Hollywood’s greatest modern directors — a storyteller who understands how to translate complex themes about Black culture into universally resonant, digestible narratives. Most importantly, his deep respect for the culture has earned him a loyal community that shows up for every project.
SINNERS is now entering its second week in theaters and continues to roll out brilliant marketing plays. If you catch it in IMAX 70MM this week, you’ll receive collectible film strips — a smart surprise-and-delight moment that deepens fan loyalty and turns a moviegoing experience into a memory.
THIS IS HOW YOU WIN IN CULTURE!
Kendrick Lamar’s dominance continues— he was announced as Chanel’s Brand Ambassador, beginning with the brand’s Spring 2025 eyewear campaign. There have been signs of a potential ambassadorship over the years. He wore Chanel head to toe at the Met Gala and performed at the brand’s SS24 Show. The announcement came at the perfect time, too, as Kendrick kicked off his ‘Grand National Tour’ with SZA.
Mcdonald’s is raising the chicken game with the reveal of the McCrispy™ Strips and the all-new Creamy Chili Dip. This marks the first time since 2021 that McDonald’s has debuted a permanent menu item in the U.S. Dropping May 5th, I’m looking forward to seeing the social content the brand is cooking up to promote the strips. So far, a poster shared across the chain’s social channels has generated a ton of excitement for the new item.
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