For the overall creative treatment, we fused striking, stylized portraits of each protagonist with ONE’s gender equality campaign brand colors. This treatment could then be easily adapted and reimagined across the various assets we produced to promote the film. We released these promotional assets and the films across two distinct Tease and Launch phases.

The Tease phases comprised individual teaser trailers and quote graphics from each protagonist, all directing members to a Yours in Power hub page on ONE’s web site.

| CREATING ONE OF THE LONGEST USER-GENERATED VIDEO PETITIONS EVER |

PROJECT: THE GIRLS COUNT CAMPAIGN

MY ROLE: CREATIVE & PARTNERSHIP LEAD

THE OPPORTUNITY:

A massive summit of world leaders on the global state of education was convening to set the priorities of education initiatives across the developing world. With 130 million girls out of school globally, my team and I set out to rally the ONE Campaign’s global membership to demand world leaders fund girls’ education programs - and we had to do it in a BIG way.

THE PROCESS:

The 130 million out of school girls statistic was a focal point of our creative brief. But people are bombarded with statistics every day, especially in the crowded anti-poverty and education advocacy space. So we knew we needed to find a creative way to humanize this statistic and make it personal to as many people as we could - from the soccer Mom in LA to the street vendor in Lagos. We also knew we needed a powerhouse creative partner to help us break through the noise.

So, we were able to secure one of the coveted NGO partner deals with renowned agency Droga5. Together, our teams created Girls Count, a user-generated video campaign asking people to film a video of themselves “counting” a number between 1 and 130 million, quite literally counting every out of school girl. And doing so with some creative flair or personal reason behind choosing that number. The entire model of the campaign was centered around video, so throughout the campaign, I developed a partnership with the world’s biggest video platform, YouTube, to help take the campaign to new heights.

THE EXECUTION:

Our team designed and built an entire Girls Count video platform to upload and submit Girls Count videos and share them on social media. We produced a campaign hero video to introduce the concept, working with high level influencers and celebrity talent to submit their own videos, promote them to their audiences, and kick off widespread reach of the campaign. Top features included Malala Yousafzai, Charlize Theron, Gal Gadot, David Oyewolo, Bono, Tracee Ellis-Ross, Connie Britton, and Robin Wright.

The partnership I spearheaded with YouTube came to fruition on International Day of the Girl. We used this global moment to rally YouTube’s platform, executives, and 60 top YouTubers to create Girls Count videos and encourage YouTube’s users to do the same. Girls Count took over YouTube’s home page and helped us surpass 20,000 submitted videos and generate over 2 million video views in a single day.

We also brought the campaign to life offline in a number of ways, including:

• Collaborating with our field teams across North America, Europe, and Africa to orchestrate Girls Count video booth activations and stunts at major music festivals, cultural events, and political gatherings

• Working with ONE ambassadors Connie Britton and Robin Wright to assemble a massive walk-in at the United Nations Headquarters

• Staging a giant Girls Count screening stunt at the education summit of world leaders in Senegal, showing all 64 hours of the video petition, and hand-delivering the petition to the summit’s co-hosts, President Emmanuelle Macron of France and President Macky Sall of Senegal

THE IMPACT:

The Girls Count campaign generated 32,000 user-submitted videos and became the longest-running video petition ever directed to world leaders. We delivered it to multiple heads of state and screened it at major political summits, ultimately pushing world leaders to commit $3 billion in new funding for education programs in the developing world.

ONE VOTE 2016

/ ELEVATING THE ANTI-POVERTY FIGHT IN THE 2016 PRESIDENTIAL ELECTION /

PROJECT: ONE VOTE 2016 - FLAGSHIP PRESIDENTIAL ELECTION CAMPAIGN

MY ROLE: CREATIVE & VIDEO LEAD

THE OPPORTUNITY:

The 2016 presidential election was going to dominate the zeitgeist and minds of multiple targets for ONE’s advocacy work, namely U.S. political officials, members of the media, and politically engaged American citizens. This massive cultural moment offered a big chance to elevate ONE’s brand and policy objectives, develop strong grassroots presences in key electoral states, demonstrate constituency support of ONE’s policy goals in those key states, and position ONE within high level political circles as the go-to power player on issues related to fighting global poverty.

THE PROCESS:

I served as creative lead for this all-hands-on-deck project that united staff from the government relations, field, campaigns, digital, policy, and media teams. To build the kind of relationships and awareness we wanted, we knew we had to be omnipresent across the primaries and general election. It was my job to build the campaign’s tactical creative plan of the that would promote ONE’s issues, engage voters, and draw high level attention to the ONE brand.

THE EXECUTION:

I worked with my team to craft and design a cross-country experiential marketing activation called the ONE Vote Caravan. Evoking the look and feel of a presidential campaign bus, the caravan was cross-country tractor-trailer that transformed into a multi-station, interactive experience taking people through the ONE advocacy journey, eventually leading them to a life-sized White House Bounce House. The caravan’s stations included:

• A wall of virtual reality headsets where participants could experience a VR film that we produced to give a firsthand look at the daily life of a young Kenyan girl living in extreme poverty and humanize the issues ONE fights for

• A “ballot card” petition writing station, where people filled out cards asking the presidential candidates to create a plan to end extreme poverty and voting for the top issues they wanted candidates to prioritize (HIV/AIDS, education, etc.)

• A “ballot box” where participants submitted their signed cards to “cast their ballot.” Our field teams then packaged these petition cards and sent them to presidential and key congressional campaigns.

We traveled through battleground states at key moments of the campaign, setting up the caravan at major campaign stops,    debates, state fairs, and the GOP and Democratic Conventions. To engage our high level political targets, ONE hosted “Global Oval” summits at each convention, featuring our celebrity partners and elite political allies giving talks and panels on America’s role in the foreign policy and development sector. At every stop, we live streamed the caravan experience to ONE’s global audience and encouraged them to send their “ballots” via ONE’s online ballot card tool.

THE IMPACT:

ONE Vote 2016 gathered and sent over 18,000 petition cards to both presidential campaigns and dozens of key congressional campaigns. The ONE Vote Caravan attracted multiple local and national media hits, including from ABC News and CNN Politics’ live debate broadcasts. Our field teams also secured meetings of ONE members with nearly every presidential candidate, where they spoke directly about ONE’s issues and priorities.