I wanted this to feel conversational, informative and intimate, the overall direction for this discussion, would draw inspiration from a refined visual aesthetic. The set design, was paired back and reserved focusing the viewer onto our talent, setting the stage for the emotive story sharing to come.
Film Narative
Show the complexities of exclusion and advocate for an inclusive approach. My mission was to highlight the shared experiences of Lewis Hamilton, Jade Barnett and Jaiden Corfield to creating awareness surrounding systemic exclusion.
Drawing from Lewis’ own experiences of overcoming adversity, Mission 44 aims to improve education, career opportunities, and social mobility for marginalised youth, with a focus on addressing systemic barriers and promoting inclusion and diversity.
Campaign Imagery
With our conversational tone of voice established it was imperative that this visual vocabulary was evident across all of Mission 44’s touch points. Across social and paid media we’ll be leveraging imagery and pull quotes to capture the empathy of teachers and the humility of students.
Role
Art Director
Client
Mission 44
Agency
AKQA
Release
2024
This campaign builds on the work of Mission 44’s ‘Preventing Exclusions Fund’ which launched in 2022 in partnership with Sky, to address the disproportionate rate of school exclusions amongst Black and Gypsy, Roma & Traveller students.
Digital Toolkit (coming soon)
Creative
Eugene Ekuban
Chloe Tabarie
Dezharn Lechisa
Studio
Eugene Ekuban, Creative Direction
Justin Akomiah, Photography
Matthew Hayes, Director of photography
Justin Shurmer, Retoucher
Lewis Hamilton, Talent
Jade Barnett, Talent
Jaiden Corfield, Talent
Interviews
Joyce Nicholls, Photography and Videography
Daisy Gaston, Film Direction
Eugene Ekuban, Creative Direction
Chloe Tabarie, Art Direction
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