“The Look” by P&G
We teamed up with Saturday Morning to create, “The Look”, a film and website that allows you to experience what it’s like to be a black man in America. Each chapter of the film references common scenarios that a black man encounters in 2019. In the website experience, we dove deeper into the historical events that inspired these moments in the film. The goal of “The Look” was to spark dialogue and highlight racial bias in America.
See the experience here : https://us.pg.com/talkaboutbias/
Client : Procter and Gamble
Partner : Saturday Morning
Project Insight : When working on a project that focuses on a subject like bias, it’s important to that the whole team understands the reasoning and history behind the idea of the film, and subsequently look inward on biases that they may hold. That was key for our team to be able to not only do our best work for the project, but also to carry the message of the film forward in having conversations with those around us about unconscious bias.
