This campaign aims to address the disproportionate exclusion rates among disadvantaged and minority students, an issue Sir Lewis Hamilton has personally spoken about. Our goal was to illustrate the complexities of exclusion whilst advocating for a more inclusive approach as the alternative.
Art Direction
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
Release
2024
AKQA for
Mission 44
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.
