ME TOO: PSA CAMPAIGN VIDEO

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My Role: Art Direction / Design & Illustration

Client: THE ME TOO MOVEMENT

Agency: DEUTSCH
Produced By: WE ARE ROYALE

 

ME TOO: TERRY CRUISE

 

THE CHALLENGE

It was an honor to work with Deutsch and The Me Too Movement. We were moved to create a video to support those willing to share their stories. We wanted to bring awareness, strength to survivors, and inspire supporters. Deustch and the team at We Are Royale worked together to visualize, amplify, and lift up these survivors and their voices. Our aim was to ensure that it was known to all survivors and supporters- We see you. We hear you.

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THE CONCEPT

There is truth and depth to these stories that need to be heard. Everything centered around the story and the voice courageously retelling what happened. The line represented the voice and was what drove all movement and visuals. This included the flow of the piece and how we approached typography. More than anything, we wanted to visualize these moments accurately and carefully. 

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MY ROLE

While managing multiple projects, I was in charge of art direction for the video telling Terry Cruise’s story. I crafted a treatment, set the color palette and brushes, oversaw the sequence, upheld the established motion language, and designed the end tag. With this project, we had a small core team and needed to manage and plan well so that we progressed as needed for the milestones. Together with Deutsch, we made sure that all aspects of the animations fully supported the voices. 

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AT THE END

Once this initial spot was finished, the team at We Are Royale was able to create an animation for another story. Soon after that, the Me Too Movement PSA and HBO held a private event at Sundance. At the end of the process, the hope was that this method of storytelling and the campaign would continue. Survivors of sexual assault and supporters matter. I was grateful to take part in this project and hoped that more survivors would be able to take courage and tell their stories. We see you, we hear you, we believe you.