ONE School

THE ONE CLUB FOR CREATIVITY

Strategy : Art Direction : Copy

1

NFL

BRIEF:

Create a film that will air during Super Bowl 2021 for the NFL that articulates where they stand now in the fight against racism.

AMERICA LOVES FOOTBALL | YOU'RE MORE THAN ENTERTAINMENT

Black NFL players too often are seen as ‘playthings’ and easily replaceable. With an average career span of  2-3 years, investing in a long-term benefits plan can reassure Black athletes that their education and health will be taken care of before AND after their sports career. A real and tangible form of reparations.

SYMBOLISM
The Black and white filter represents, the racist “I don’t see color" ideology.

 

The imagery of Black boys and men breaks negative stereotypes, rooted in racism. All Black people hate the U.S. (false), all Black people can’t swim (false), all Black people are threatening (false), and All Black men are not, cannot, or should not be fathers (false).

 

Colorized ending represents the anti-racist, "I do see color" ideology.

Music:

Back To You by Benjamin Gordon

2

CLARK'S

BRIEF:

Use the iconic Wallabee silhouette to design a shoe and
packaging concept for a collaboration that is totally unexpected.

ONE-WAY-TICKET

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ONE–WAY TICKET JACOB LAWRENCE MIGRATION SERIES PANEL 1

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Clarks x MoMA will create a “One-Way-Ticket” Wallabee, inspired by the Jacob Lawrence Migration Series.

 

SHOE DESIGN:
Embossed Migration Series Panel 1 inspired colorway and embossed number representing the mileage traveled. The shoe will be a literal ticket into the MoMA One-Way-Ticket exhibition.


PACKAGING DESIGN:

Recording of Langston Hughes reading "One-Way-Ticket" embedded in the box for an audio-visual experience. Braille copy for tactile accessibility. A small booklet highlighting the full Jacob Lawrence Migration series. Interactive – AR technology maps out the journey of the Great Migration.

3

TWITTER

BRIEF
Get brands and publishers who are spending money on advertising and influencers on other platforms to consider Twitter and its users as a viable destination to spend and partner with by telling an objective, data-driven story of Twitter’s most influential cohort, #blacktwitter.

LISTEN. BLACK TWITTER RUNS TWITTER.

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One of, if not THE most, influential trendsetting cohort groups currently on Twitter is Black Twitter. Black Twitter’s existence has the ability to bring real ROI due to its incredible speed when it comes to virality. Let's put the power of Black Twitter into perspective.

4

CLIMATE CHANGE

BRIEF
Get Joe Biden to take decisive action on climate change in the first 100 days of his presidency.

TOMORROW LAND 2030

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FEATURED: LOS ANGELES CALIFORNIA | DAVID MCNEW GETTY IMAGES

 Tomorrow Land highlights a fictional event, coming to town in 2030, brought to us by global warming. Scanning the QR code opens Twitter to direct tweet all climate change action plan questions to President Joe Biden. #AskJoe

Natural disasters are unavoidable and fatal to high-risk regions without a plan – are we prepared for the worst?

5

YZY x GAP

BRIEF
For the launch of YZY x GAP, create an experience that introduces the new collab to our audience, and reveals something "interesting" behind the understated clothing.

RUMINATION

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Kanye West - an artist known to expresses himself not only through music but through his taste in fashion. Studies show that what we wear indeed has a psychological impact on our minds, emotions, and mental state. This is known as enclothed cognition.
Rumination - a one-day-only event by GAP for Kanye super fans to experience the cognitive impact of clothing. Prior to entry, guests will digitally submit an anonymous answer to the question: Does your current style impact your confidence for the better?
ART DIRECTION:
Doug Aitken inspired, mirrored exterior, the pop-up shop represents the understated styles of GAP while shining the spotlight on the duality of our being when contrasting inner and outer state of mind. Rumination will end with guests digitally submitting a new anonymous answer to the question asked at the beginning of the experience. A results summary will be sent to the guest list – showing the power of the mind and its correlation to clothing.

ROOM 1:
Enclothed cognition-centered art gallery, featuring YZY x GAP collection - showcasing the purpose behind the colorways and silhouettes behind the design.

ROOM 2:
Showroom psychologists help guests select outfits that aid with mental stability.

ROOM 3:
Guests will view Kanye's 2018 interview the Charlamagne encouraging them to mentally connect the power of the mind to the power of clothing.
All collection proceeds from this event will go to the Depression and Bipolar Support Alliance DBSA of Chicago, IL.

THANK YOU EZ BLAINE, ORIEL DAVIS–LYONS, AND THE ONE CLUB FOR CREATIVITY.