Will Smith Oscar crisis handled by inner circle fighting to save the actor's brand

Inside the Will Smith team tasked with not only picking up the pieces left behind from his viral slap and shame but keeping the A-list star’s brand operating at an efficient clip.

Jada Pinkett Smith and Will Smith (Reuters) Jada Pinkett Smith and Will Smith (Getty Images) Jada Pinkett Smith and Will Smith (Reuters) Jada Pinkett Smith and Will Smith (AP) Jada Pinkett Smith and Will Smith (AP) Jada Pinkett Smith and Will Smith (AP)

On Friday, Smith’s crisis team meticulously dropped the earth-shattering news that the "Concussion" performer had resigned from the esteemed Academy of Motion Picture Arts and Sciences in an emotional memorandum he described as "heartbreaking." 

The timing of when the release went public proved pivotal in taking the heat off Smith and mitigating the amount of coverage Smith’s resignation would garner at a fast and furious rate of publication.