Love Has No Labels spent seven years showing America how and where bias shows up. But, in 2022, America needed a campaign that went beyond awareness and actually amplified action against bias and discrimination. So, we moved away from facts and tapped into the mind-changing power of storytelling to inspire ‘acts of love,’ showing how these acts have the power to shape society and push progress.
The Campaign, Love Lives On, was led by a short film, The Gentle Giant. The film portrayed the untold relationship between Bridgett and George Floyd, brother and sister, which was revealed in the film by Bridgett herself. Hulu hosted and promoted the film to its 45.6 million subscribers.
The Gentle Giant | Short Film (Full Length)
Case Study
As part of Love Lives On, we also created mini-documentaries, OOH, and a social campaign sharing other real stories to showcase how acts of love can drive inclusion, equity, and justice. Stories like the one from Barbara Poma, founder of the ONEPulse Foundation after the shooting at the Pulse club in Orlando in 2016, and Maddy Parker, founder of CafeMaddyCab, who created a way for people to donate free cab rides for the Asian community after facing hate crimes in the middle of the pandemic.
CREATIVE DIRECTION
CREDITS
Client: AdCouncil
Agency: RGA NY
Production Company: Smuggler
Director: Andre Muir
Director (Mini-docs): Justin Polk
Photography: Myesha Evon Gardner
Editorial: Cabin Edit
VFX/Finishing: Shape + Light
