SMALL GIANT: Production
DIRECTORS: Mary Traina & Addy Morrison
We love working with Mary and Addy because they always push creative to the max, and know what audiences want. The year before, we’d “broken the internet” with a series of spots that highlighted the different ways women in prison use makeup - which got us over 14 million views. The follow up to that campaign are these spots, which explore - with riveting visuals - two other elements of prison life: burner phones and trading food as currency.
For the burner phone story, we used broadway techniques and flew walls and sets in and out of frame. For the ramen story, we turned to our tabletop experience and shot a beautiful homage to these shared meals by inmates.
Together these two spots form a campaign we’re deeply proud of.