Launch Ad
for We the Future
Crated for We the Future, a San Francisco based startup from John McBride, one of the first 100 employees of Lyft. Client asked for an artistic way to demonstrate how millennials are now the largest — and most progressive — bloc of eligible voters in the country, but less than 20% are likely to vote in 2018.
- Invitation
The founding team needed a launch spot for We The Future — a then-new initiative that required a creative treatment as ambitious as the message itself.
- Brief
A PSA that combined testimonial, projection-based imagery, and graphics into a single piece — visually elevated enough to set the brand's tone from day one.
- Approach
I led a dedicated brainstorming session with John McBride, Seth Blogier, Jonathan Pope, Sara Tabatabaie and Stephanie Hauser to lock concept, storyline, projection clips, and sound bites before stepping on set. We produced a two-day shoot in Los Angeles — a dedicated lighting day on Stage 1, followed by principal photography on Stage 2 at EVS Online, lit and rigged by Wooden Nickel and 4Wall.