LOVE LIVES ON
Using storytelling to inspire action against bias and discrimination.
After seven years of raising awareness around bias and discrimination, Love Has No Labels reached a turning point. Awareness alone wasn't enough. The challenge became inspiring people to act.
Rather than leading with facts or headlines, we turned to storytelling.
Working closely with Bridgett Floyd, we created The Gentle Giant, a short film that revealed the deeply personal relationship between Bridgett and her brother, George Floyd. Instead of revisiting a moment the world already knew, the film introduced audiences to the man his family knew, reminding people that meaningful change begins by seeing one another's humanity.
Premiering on Hulu, The Gentle Giant became the centerpiece of Love Lives On, a broader campaign encouraging acts of love in response to hate and discrimination. The campaign expanded through a series of documentary shorts, each celebrating people who responded to injustice not with hate, but with love.
Client
Ad Council / Love Has No Labels
Agency
R/GA New York
Role
Associate Creative Director
Contribution
— Co-developed the campaign concept with my ACD partner, Rowan Mansfield, and helped shape the outreach strategy to the Floyd family foundation around the project's purpose and intent.
— Crafted and scripted the short film from hours of interviews with Bridgett Floyd, conducted by an external mediator, shaping her account of her brother into an authentic and emotionally resonant narrative.
— Pitched the concept to directors and production companies, collaborating on treatments to bring the film to life.
— Served as art director on set, working closely with the director, production team, and Bridgett Floyd, whose approval guided every detail of the film, including wardrobe.
— Led the art direction across the integrated campaign, developing a cohesive visual identity that extended the story beyond the film across every touchpoint.
THE GENTLE GIANT SHORT FILM
