The Child Mind Institute project was one of those rare opportunities to make a real difference. In this case to students, teachers and parents across California during the COVID epidemic. We started with a simple teaser.
The campaign itself featured over 20 online videos with teachers and students expressing the challenges they were facing. With such powerful, moving content, it’s best for a creative to get out of the way and let the emotions come through. I wrote them all, but they kind of wrote themselves.