Black Profiles in Creativity: Jetta Bates Vasilatos' Doc

Throughout Black History Month, we’re partnering with agency owner Derek Walker on a series that highlights the ideas, perspectives and successes of Black advertising professionals. Today we’re spotlighting Jetta Bates Vasilatos, a strategist who’s worked with brands like L’Oréal and Unilever. Earlier in her career, Vasilatos had the opportunity to promote a documentary called The Will to Survive—The Story of the Gullah/Geechee Nation. The film, which was part of Walmart’s Voices of Color Film Series, told the story of the Gullah Geechee people, descendants of West Africans who were brought to American’s southeastern coast centuries ago as slaves. Below, in her own words, read about how Vasilatos became involved with promoting the documentary and why the campaign remains important to her. Derek Walker: Why are you proudest of this work? Jetta Bates Vasilatos: The Will to Survive, The Story of the Gullah/Geechee Nation, was amazing to create an experience around, as it featured a dynamic and little-known piece of American history. This film was created for Walmart as part of its Voices of Color initiative (which also included a partnership with Time Warner) by EMC, one of the retailer’s advertising agencies, which I worked for at the time. I felt the story, which was beautifully captured by the agency’s creative team and set to air nationally on ABC affiliates, deserved to touch as many lives and secure as much pre-air buzz as possible. Fortunately, the client bought into extending the visibility of this lovingly crafted piece, so my focus was making that happen by creating a national experiential campaign which included a tour, VIP events, museum and film festival partnerships, as well as a curriculum kit. To ensure the audience felt this compelling story deeply, I included tastes, sounds, and creative visuals of, and by, the Gullah Geechee people and created an interactive panel featuring the filmmakers, famous Gullah artist Jonathan Green, and Chieftess of the Gullah Geechee Nation, Queen Quet. Leveraging influencer relations, strategic alliances and a PR push resulted in events packed with those who would drive viewership and spread the word. The story was told authentically and experientially; celebrities, the media, consumers, elected officials and others who were important to Walmart really connected with the campaign and shared stellar reviews. Leading a successful effort to shine a light on this beautiful story, and educate people not only in the U.S., but parts of Germany and the UK, was exciting and a privilege. It was a win for both client and the culture. This is what I am most proud of. Would you change anything about this work? Why? This was my first major experiential marketing campaign and tour in my first leadership role at an ad agency. My svp at the time, the iconic Sharon Morgan, trusted my ideas and really let me fly. This work, and the amazing impact it made for both the client as well as their key audiences, positively impacted my leadership career, and helped set a high personal bar for other campaigns, initiatives and launches I would create for brands such as Nielsen, Adidas, and Coca-Cola. This campaign had meaning. It had heart. So no, I would not change a thing. How did you get here with this idea? The goal was to create excitement and support around the film and Walmart’s Voice of Color initiative, drive viewership and secure the much coveted attention of the public. The best way to do that was to develop a thrilling interactive experience, with multiple touchpoints and calls-to-action that would make the story tactile and unforgettable and allow the retailer to really connect with, and positively influence, its audience. Learn more about Jetta Bates Vasilatos on Instagram and LinkedIn.

Leadership & Talent

Profiles in Black Creativity: Jetta Bates Vasilatos Shares Story of Gullah Geechee Culture

A documentary she worked on explored a little-known piece of American history

Minda Smiley

Derek Walker

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Minda Smiley

Derek Walker