LBJ Presidential Library
What the Hell Is the Presidency For?

  • Feature-Length Film

The Challenge

The Lyndon B. Johnson Presidential Library asked Translation to rewrite the history books and share LBJ’s largely underappreciated legacy, which often failed to acknowledge his vision and legislative victories on behalf of the Civil Rights Movement. As if the challenge weren't daunting enough, the media has propagated his misunderstood legacy – often falsely portraying him as the antagonist to MLK and the Civil Rights Movement. Our task was clear – set the record straight and share LBJ’s legacy with history buffs, and the new generation, who is distrustful of politics today.

The Idea

Play

To mark the 50th anniversary of the Civil Rights Act and Voting Rights Act, Translation crafted a 44-minute History Channel documentary. It brought the past to the present, blending historical footage with LBJ’s recorded phone conversations to tell the story of Lyndon B. Johnson’s courage and conviction. The documentary was an acute inspiration for a new generation, meaningfully heightened by today’s social justice issues.

The Work

Translation’s documentary aired on The History Channel on July 2, 2016. Narrated by actor Anthony Mackie (who played MLK in the HBO film “All the Way”), the documentary invokes the civil unrest taking place in America today, and features comments from modern-day civil rights leaders such as Congressman John Lewis and President Obama, among others.

Pivotal events like the 1965 Selma to Montgomery marches helped tell the story of LJB's impact on the Civil Rights Movement.

The Impact

The film continues to be used as an educational tool – shown in classrooms and universities across the nation – to remind Americans of the importance of remaining above party politics and to reinforce the role of the president in upholding democratic ideals.

more
work

NFL —
Inside These Lines

NFL —
Inside These Lines

With Translation’s help, the NFL made a brand statement built on the values of the game and spread a message of unity on football’s biggest stage, Super Bowl LI.

NBA —
From Hype to Heart

NBA —
From Hype to Heart

The NBA is one of the most popular sports leagues in the world, but the league was trying to find a way to deepen the connection that fans want to feel – to both their favorite team and the game itself. That's where Translation came in.

Beats by Dre —
The Shop

Beats by Dre —
The Shop

We helped Beats steal the spotlight by creating “The Shop” – an online series that featured hot takes and uncensored debates between some of today's greatest players and performers.

State Farm —
Chris and Cliff

State Farm —
Chris and Cliff

With the birth of NBA superstar Chris Paul’s alter ego and twin brother Cliff Paul, we transformed the cultural narrative around insurance and the value of an assist.

HBO —
The Defiant Ones

HBO —
The Defiant Ones

HBO tapped Translation to lead the launch of one of their most anticipated documentary films. Through our innovative, integrated approach, we delivered the largest documentary audience in the history of the network.

Apple Music —
Chapters

Apple Music —
Chapters

Translation told a story of how Apple Music makes streaming music more human. And in doing so, we sparked a cultural shift in the way Black women are portrayed in advertising. The response was electric.

Brooklyn Nets —
Hello Brooklyn

Brooklyn Nets —
Hello Brooklyn

Translation tapped into Brooklyn pride to introduce the borough to its new hometown basketball team.

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