1 Thursday, May 2014

2y2w campaign inspires artistic team

By Michelle Berman

In January of this year, noted graphic designer Ken Carbone came to Atlanta’s Portfolio Center and asked us to work in teams to create 30-second TV spots that would hypothetically air during the Super Bowl. Each team was instructed to choose a nonprofit organization to advertise. My team, comprised of Natalia Ruiz, M.C. Coppage, Corrye Mobley, Carolina Colombo, Sophia Muhihu and myself, came together and began to research meaningful nonprofits that would make a good subject for our commercial.

We wanted to pick an organization that would lend itself to an unexpected, attention-getting reaction from the mostly male audience that watches the Super Bowl. That led us to Too Young to Wed. Natalia is actually the one in the group who brought this cause to light, but after looking at the website and researching more about the girls this group aims to help, we all knew that this was the organization we wanted to work on.

The goal of our commercial was to shock the audience that we imagined would be watching the Super Bowl. We wanted the ad to be simple, so watchers would understand it and feel its influence. The premise was to pan up vertically on a wedding dress while beautiful, classical music played in the background. To the unknowing viewers, it might seem like a typical wedding dress commercial, but as the camera keeps going up, we see a stuffed dog instead of a bouquet and then we see the girl’s face—a face too young to be wearing a wedding dress.

We got the wedding dress from Corrye’s friend, and Sophia had a family friend who was perfect to star in the ad. To make it even more impactful, we decided to have our model record a voiceover at the end of the commercial to drive the cause home.

We had a daylong photo shoot that resulted in amazing photographs and a powerful 30-second video.

The reaction to our ad was more than we could have ever expected. It was even recognized on Fast Company’s website. As a group, we couldn’t have asked for anything better. We worked so well together and produced an ad that could hopefully help Too Young to Wed do what it was created to do.

Ending child marriage around the world is such an important cause. If we can do one little thing to get this organization’s message to someone who might not know this is happening, then maybe that person will tell someone else, and that person will tell someone else, until the cycle completes itself and this epidemic is stopped for good.

Too Young to Wed sends a heartfelt thanks to the wonderfully creative team behind this amazing ad. All are students at Atlanta’s Portfolio Center, where Michelle focuses on copy writing, Sophia is an illustrator, Natalia is an art director, Corrye is a photographer, and M.C. and Carolina specialize in design. Have your own creative project that addresses child marriage? Please share it with us!

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