Creative Director of experiences, photography, and video.
Creative Director of experiences, photography, and video.
Comcast had a momentous goal and a creative ask in proportion to it. Aimed to launch its initiative to close the gender pay gap by highlighting some of the brave women broadcasted on its network. Several trips to North Dakota, countless script revisions, two unbelievably brave women, and one very tight timeline. The result was a moving TVC of twin hockey players who first boycotted the Olympics in the name of gender equity, and then beat the odds by bringing home gold, becoming role models in the process.
The broadcast video garnered millions of views, a strong shift in brand affinity by viewers, and importantly: a solidified partnership between agency and client that would pave the way for future work.
Using dramatic cuts and hard lighting we kept our subjects fierce and in their element, eliminating trite juxtapositions and stereotypes. It was important to hire a female director who could passionately help us present the twins as dedicated athletes, no different that their male contemporaries.
In order to tie the story back to Comcast in a way that felt authentic, we held any branding until the final moment. In testing, this returned longer view rates and a more positive engagement.