Chris ‘Big Black’ Boykin Drives a Fiat in New Branded Defy Web Series

Defy Media has partnered with Fiat on a branded digital series to showcase the auto brand’s biggest offering.

Called “Bigger Is Better,” the series stars Chris “Big Black” Boykin, known for MTV’s “Rob & Big Show,” as well as the new Fiat 500X. Boykin drives the Fiat to his adventures, like his first ever ballet lesson in episode one, to showcase how big and roomy the vehicle is.

Defy Media’s branded content team, Creative Lab, created and produced “Bigger Is Better” in collaboration with Fiat. The three-part series, which will come out with new episodes each month this summer, can be found on its own page on Defy’s Made Man website. You can find some behind-the-scenes videos there, too.

In addition to the web series, Fiat is working with Defy to spread the ad campaign across social media, using Defy’s social platforms along with Boykin’s Twitter and Instagram accounts to promote the car and the show.

Defy’s Made Man has worked with manly celebrities on past branded campaigns, including Nick Offerman on a 2013 “Movember” initiative (combining moustaches and men’s charity) and Rob Riggle in 2014 to promote Formal Friday to raise awareness for a men’s charity called Career Gear.

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