Get Out

GET OUT — Launching a Cultural Breakout

Client: Lil Rel Howery
Project: Publicity & Positioning for GET OUT Feature Film Release

When our client, then best known for his role on NBC’s The Carmichael Show, landed a supporting role in Jordan Peele’s directorial debut GET OUT, the industry barely took notice. Filmed on a small budget in the deep South, the movie was bold, controversial, and helmed by a first-time filmmaker. Studio execs underestimated both the project—and our client’s impact in it.

But we saw it differently.

We recognized the cultural weight of GET OUT immediately. Our client’s character, Rod, wasn’t just comedic relief—he was the film’s grounding force, the voice of reason, and the unexpected hero. We crafted a campaign that positioned him as essential to the film’s resonance, championing his role in media, press junkets, and internal conversations with the studio.

We didn’t wait for permission—we led.

As the film exploded into a global phenomenon, our client’s performance went viral. He was quickly signed by one of Hollywood’s top talent agencies, featured across major media platforms, and cast in a string of blockbuster roles. He went from supporting actor to leading man, hosting, presenting and appearing on all the industry's awards shows, and eventually launching his own shows on FOX and NBC.

“Michelle Watts – Greatest Publicist Ever.”

– Lil Rel Howery

Why it Worked

We understood what GET OUT represented—spiritually, culturally, and politically. Our expertise lies in recognizing moments that shift the moment and making sure our clients are not just part of the story—but at the center of it.