THE ONE CLUB FOR CREATIVITY
2020 - 2021
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
ONE–WAY TICKET JACOB LAWRENCE MIGRATION SERIES PANEL 1
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
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.
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
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
UBER
BRIEF
Come up with an innovative idea that helps the performing arts in times of COVID-19
UBER HOUSE TOUR
People are missing more than just the live music itself. They’re missing everything that accompanied it; the one-time-only experience, the merch, the concessions, and the mingling with strangers turned friends by the night's end. Let's embrace the shelter in place with Uber House Tour. Log on to uberhousetour.com and get your favorite artists, favorite music, wearable memories, delicious food, and new friends, all in the comfort of your own home.
THANK YOU EZ BLAINE, ORIEL DAVIS–LYONS, AND THE ONE CLUB FOR CREATIVITY.