After the tragic death of George Floyd, the agency set out to create a spot that turned their platform over to Black youth to "Be Heard" in honor of Mr. Floyd. The agency reached out to Melina Matsoukas to craft an approach that would not only honor his legacy but create a positive contribution to the culture. With creative contribution from writer Lena Waithe and composer Solange, Melina reframed the approach that "Being Black is the Revolution." Together, they were able to creatively ideate a concept, write a script, and bring it to life in a way that is bold in its denunciation of injustices but subtle in its depictions of everyday life. The resulting piece is something unique to this very moment.
