REFORM Alliance, founded by Jay-Z and Meek Mill, is a criminal justice reform organization in the United States. During Covid-19 people in prison are especially vulnerable to the virus because of the lack of protective gear and the impossibility of social distancing. To elicit sympathy towards the people behind bars, which threatens to turn every prison sentence into a death sentence - I helped create a campaign that amplified their voices using their only point of connection with the outside world: a phone call.
We hijacked social feeds with a series of longer films built from real phone calls. Each film connected people to someone in prison - sharing their situation and the dire need for help.
See the full case study on Droga’s site here
Agency: Droga5
Role: Lead Designer (Static & Motion)
This was one of the six calls
Here’s a quick video showing my design process. The goal was to hijack people’s IG feeds - and to do that I created a very bold vibration into to pair with the sound design. I wanted to elicit a visceral reaction to hearing that noise to make people take a second before they continue scrolling. The ‘bars’ at the beginning also take influence from the Reform logo.
We wanted the phone calls to feel like a Facetime from within a prison, however we weren’t able to record actual video so I kept it simple by using stock photography with subtle movement and unexpected angles. Much of the calls have a clean UI animation on top - but I wanted to call out specific soundbites with on-screen text to break up the monotony.
Meek Mill tweeted out a number that also connected people with callers.
See Ad Age’s write up here