How Tahajah Samuels drives organic impact at Amazon MGM Studios

Digital Publicity Director at Amazon MGM Studios shares how smart marketing strategy, authentic partnerships and culturally relevant storytelling help her cut through the noise .

Tahajah Samuels is a digital publicity pro who lives at the intersection of culture, film and the internet. Based in New York City, she’s currently leading online campaigns as Digital Publicity Director at Amazon MGM Studios. Her recent work includes titles like “Challengers” with Zendaya and Zoë Kravitz’s directorial debut, “Blink Twice.:

Samuels’ passion lies in finding creative, authentic ways to connect with audiences, without it feeling forced or overly market-y.  It’s all about cutting through the noise. From launching playful activations to rethinking traditional rollouts, she ideates how to bring a creative, culture-driven lens to digital publicity. 

“People are being inundated with content constantly — so how do we cut through the noise in a way that still feels authentic and not overly fed to them?” Samuels told Ragan. “That’s where the fun and challenge of digital publicity lies.”

What is one campaign you worked on that changed the way you think about storytelling?

The first campaign that came to mind was “Challengers.” It’s a film by Luca Guadagnino, starring Zendaya as a tennis star caught in a love triangle. With that kind of star power and it being set in the tennis world, I had to think about how to connect with audiences in a way that felt organic, not just to the film, but also to the talent.

I came across this organization called Black Girls Tennis Club, which does real-life activations and is also a social community. To me, Zendaya’s character, Tashi Duncan, was the epitome of their vibe—breaking barriers, strong, and driven. We ended up doing a screening partnership with them and Zendaya surprised the audience in person before the film played. That kind of thoughtful connection—where a digital discovery meets a real-life experience—is something I always try to build into campaigns.

Another example is “Creed III,” starring Michael B. Jordan in his directorial debut. The story in that film has Adonis Creed going back home, and since it was homecoming season, we tied the trailer launch to an HBCU moment in Atlanta. We did a surprise activation where Michael gifted lunch to AUC students. Some of those lunches had golden tickets inside, and those students got an early look at the trailer. At the event, he introduced the trailer, did a quick Q&A  and surprised three students with $3,000 scholarships — tying right into “Creed III.”

For me, it’s always about finding ways to craft moments that break through the noise, connect deeply with the right audience and stay true to the film.

How do you define “impact” in your work?

As a result-driven communications professional, impact for me is defined by how communal audiences respond to a moment we’ve curated for them and how they then share that to build more awareness. For instance: if we’ve booked an actor on Hot Ones or Subway Takes to promote a film or a filmmaker on Criterion Closet to discuss their favorite films while also promoting their current project, or successfully execute activations with partners like CultureCon, and the conversation that bubbles from said moment(s) then carries over far beyond online to IRL and then in turn gets folks into theater seats… we certainly consider those win(s) and slay(s) for me!

What’s one tool or software you can’t live without?

My phone aside, because I mean, all the things I’ll need are there… I think I’d have to say, at least what first comes to mind: Google Workspace. I live and love by a Google Doc. It’s where I compile all the things: early campaign thought-starters, status documents, collateral material drafts and so much more. I live and love by Google Sheets and Slides, too! It’s the perfect collaborative tool to get all the basics and more of my day-to-day done as well as to be able to share with internal and external partners as needed.  

Who is a leader that you’re inspired by?

Adriene Bowles, head of Theatrical Publicity, is one of the GOATS for me. Period. Full stop. I’ve far admired her professional work and efforts before even being blessed to be a part of a team she leads. A team she leads with knowledge, attention, grace, strength and care.

As a well-respected Publicity executive who has mastered everything from consumer to awards and every type of campaign in between, I am forever in awe. Not quite sure how she does all she does in a day, but it’s safe to say she’s pretty much superwoman. I also think the proof is in the pudding with the number of publicity stars and executives that have risen from being under her wings. Proud to currently sit under it.

 What’s a lesson you’ve taken from a campaign you’ve worked on?

A lesson I’ve learned is that you can’t do it all by yourself. Sometimes you have these grand ideas and maybe you feel like you’re screaming at the wall—and then finally someone hears you and you’re tasked with doing X, Y and Z. But it’s okay to pull other people in, because collaboration and team effort definitely help you go a lot further than trying to do something solo.

I’m even realizing that with the social community I founded, Black PR Girl Magic, which is dedicated to and for Black women. I’ve been thinking, maybe we could grow a little more if I had some additional support. You might have the brain and ideas all locked in here, but it really does take a team to bring things to life.

If someone were directing your biopic, who would it be—and what would the title be?

Mara Brock Akil and/or Gina Prince-Bythewood. Two writer-directors I’ll forever love for the way they write about and depict Black joy, but specifically from the lens/perspective of a woman. The name of said biopic would have to be: “The Magic in Me.”

Isis Simpson-Mersha is a conference producer/ reporter for Ragan. Follow her on LinkedIn.

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