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Social Activism

#TakeAKnee

Taking the movement to its origins

Challenge

To counter the President's narrative, that taking a knee was un-American, we wanted to create a film to remind the public of the truth behind this powerful sign of respect and peaceful protest.

Solution

We took infamous and tragic police violence videos and re-imagined them with an athlete kneeling in place of the victim.

This film was shared socially (with no media support) during the apex of the #TakeAKnee movement and press attention. The film was shared by a number of influential celebrities, like Jesse Williams, Niecy Nash, D.L. Hughley, Snoop Dogg, Jasmine Sanders, Tracee Ellis Ross, Tamia, and Regina Hall, and garnering millions of views and counting.

Results

  • 1.2M+

    Views on Social Media

  • 200K+

    Engagements on Social Media

Awards

  • Winner - Best in Social Activism

Press

  • A Reminder of What Colin Kaepernick's #TakeAKnee Protest Is Actually About