Our assignment was to cause people to reflect on their personal reality and other individuals living in our community; having done that, to cast their ballot in the 2020 election.
We casted real people. We wanted the viewer to see a range of real emotion in their eyes and, as a result, to feel the anger, fatigue and confusion. We wanted to disrupt at a level that every eligible voter engaging with the messaging would be compelled to overcome any obstacle to submitting a ballot.
Response to the messaging has been overwhelming as judged by engagement in social media. Undertaking this project, we were energized to declare Nov. 3 a national holiday for our agency, giving our team a paid day off to facilitate their participation in the election.