So, what was my role?
I threw down some ideas in our initial concepting phase. Then, when we prepared to shoot our video portraits, I crafted a list of questions to ask each woman on set, helping develop meaningful stories. The questions were written in a way that each TWOC could have their own video portrait, but also so we could edit together montage/anthem videos on different topics that would feature the full ensemble.

Please note: I was only one part of a larger (and incredible) team that put this project together. Other creatives include: Nora Travis, Patrick Lupinski, Julian Soto, and Bradley Sinanan.

Our campaign builds trust to recruit participants.
But how do we make an authentic connection with a skeptical community? Simply put, we don’t talk to them; we help them to talk to each other. That’s why our campaign features TWOC like never before. Typically, TWOC are oversexualized and tokenized for the violence they endure. Instead, we showcase them authentically—bold, empowered, and beautiful.

This omni-channel campaign features posters, a video series, and a striking website. Within months of going live, the website hit nearly a thousand visits and the study vetted and approved nearly three dozen participants.