We created an interactive, mobile film, triggered by device orientation. When observed vertically one character is reciting the poem, but when observed horizontally a different character is reciting the same poem. The meaning of the poem changes based upon who recites it, fostering a change in perspective, literally and figuratively.

To execute with authenticity, we partnered with renowned artist and documentary filmmaker, Gillian Laub, and spoken word poet, Black Ice, to tell a powerful story of perception in regard to appearance.

The process from brief to production took less than two months, starting in July with a live date in August, 2016.

Because issues with police brutality are often exposed through mobile video, we chose to leverage a mobile experience to tell our story.

Originally, we looked to one of Google or Facebook’s products, but their platforms weren’t conducive to this type of video. So, we built it ourselves, making the experience seamless by developing a mobile video platform that could dynamically edit two videos simultaneously. We then scaled the technology to work across all mobile devices, cellular networks, and wifi strengths, reaching a national optimization level. The technology had to be intuitive: no buttons, no app downloads, just a simple turn of the phone.

We promoted the video platform on Facebook and Twitter, where we could best reach Rushcard’s communities, leveraging paid media and influencer support to promote the message.

By creating a new way to consume mobile video, our results moved beyond view counts, which are often misleading due to opt outs, and instead achieved a record breaking view-through rate of 88%.

Paid media and Influencer support from those organically tied to the cause drove credibility and reach to almost 30 million.

Additionally, positive sentiment went from 17.3% to 21.6% (an increase of 24.86%) on Rushcard’s Facebook channel. Most importantly, we realized our goal to inspire understanding in the Rushcard community, the press, social media, and to address the issue of bias.