Patrice Pollack
SVP, Executive Creative Director
We gave underrepresented youth a voice.
Reel Start empowers youth from underserved communities to tell their own stories through film. But with limited awareness outside the industry, they needed a bold campaign to fuel their fundraising efforts. We created “Give New Voices a Voice”—a video campaign that showcased the untapped potential and raw passion of these students, while highlighting how their voices have been overlooked in Hollywood. It’s more than a rallying cry; it’s a call for real change in the world of cinema, and a plea to listen to voices that deserve to be heard.
When we were tasked to develop a campaign for Motrin, consumers described the pain medication brand as the RC Cola to Tylenol’s Coke and Advil’s Pepsi. With a declining < 3.5% market share, Motrin was about to be delisted. To drive sales without any functional competitive advantage, we had to create an emotional bond with consumers, strong enough to breakthrough, make a connection, and change behaviour.
To increase the campaign’s impact, we built a new website for Reel Start from the ground up, which provides additional information and storytelling around the organization’s mission.
