FILM
Our long-form film was the foundation of the campaign, bringing all of these data points together in a truly global story. We celebrated 25 years’ worth of progress, spanning iconic figures, influential subcultures, and historic moments that moved us all. Creating this film meant crafting a cohesive, emotional narrative out of a quarter century’s worth of data and events, and striking a balance between celebrating iconic figures and everyday people.
MY ROLE
I partnered closely with a copywriter to ideate and concept the film in the early stages, develop narrative directions, and source imagery that could shape our story. Once our broader team gathered the full archive of clips and content, myself and other designers storyboarded the long-form film and designed visual transitions, working with motion designers to ensure the final piece flowed cohesively, felt emotionally grounded, and avoided repetition across 25 years of material.
SOCIAL
On social, we harnessed the power of fandom by creating content fueled by what millions of people searched for most - from pizza to BTS to Cristiano Ronaldo and more. One of the biggest challenges was identifying the most passionate fandoms and ensuring the creative authentically represented the vernacular, aesthetics, and lore of each following. Through a combination of social listening, custom community management and collab posts, we were able to connect with these groups authentically.
MY ROLE
My responsibilities for social mirrored my work on the long-form film—ideating with a copywriter, sourcing assets, and shaping narrative directions—but required an additional layer of precision. I edited and refined captions to reflect the unique language, humor, and lore of each fandom, and ensured that visuals, motion cues, and layouts aligned with platform norms. I collaborated with motion designers to execute variations of the creative tailored to specific communities while maintaining cohesion across the entire campaign.
