#Theusproject
#TheUsProject was executed during my time at The Variable and was the first social campaign that I worked on. To activate Soffe's "The Strength is in Us" campaign, we created a social movement, #TheUsProject, that called for millennials to stop taking so many selfies and start taking pictures of them with their friends…the people who give them their strength. We asked girls to turn their cameras from vertical to horizontal and take #groupies, not #selfies! The results were amazing.
Image Courtesy of The Variable
VIDEO
For #TheUsProject video, we teamed up with Common Giant in Winston-Salem to create a visual call to action in an effort to end selfies. I worked directly with Common Giant's team to develop our final video, providing storyboards, type and graphic elements.
CAMPAIGN COLLATERAL
INFOGRAPHIC
Provided that our video may not always be accessible, we decided to create an inforgraphic in an effort to quickly relay the video's message.
Apparel
We worked with Soffe to create a line of tops specifically for this campaign so girls could proudly show their support of #TheUsProject at school, on the field or at the gym. After all, what better way for an apparel company to showcase and promote this campaign than through clothing?
