Concept Development, Art & Design
In partnership with NBCUniversal, we created a campaign to celebrate men and women who fight hate in America with creativity. From moms making mini-hijabs for doll's to a young photographer changing perception of black men though his colorful photography, this campaign showcased the creative activism that goes beyond signs and protests. Featuring a soundtrack from Princess Nokia in collaboration with the renowned music producer Timbaland, the anthem represents their real-life stories.
This initiative was launched with an accelerator program providing grants, coaching, and mentorship to the featured activists (and more) from local communities across the United States.
Behind the scenes footage of Princess Nokia and Timbaland, and what working on this project meant for them.
We were tasked with creating a brand identity for this project. The ask was to create a design language that would cut through the noise to make a statement in a jarring, but elegant way.
Inspired by the backspace key on our keypads, we created this icon as a statement: Erasing hit from a culture doens’t have to be a monumental task, rather something simple and powerful when approached one step at a time.
The language used played on using words with a negative connotation in juxtaposition with positive ones, resulting in statements that worked as CTAs for us to use as a starting point.
