Seize The Awkward

“Black Don’t Crack”

Seize The Award is on a mission to normalize mental health conversations among teens, especially within BIPOC communities. For this year’s campaign, we worked with Megan Thee Stallion to showcase strength in vulnerability, using “Black don’t crack” as a metaphor for the harmful toll bottling up emotions can have on one’s mental health.

#GetRealWithMe

With our film as the launchpad, we took our message to social, creating the #GetRealWithMe movement, hacking the beauty space to leverage the adage “Black Don’t Crack” into a platform for Black women to share their mental health struggles.

When GIFs speak louder than words

We created a GIF toolkit for people to send to their friends as a means of checking in — which has garnered over 137 million views on Giphy.

Agency: Droga5
Executive Creative Director: Kevin Brady
Creative Director: Courtney Richardson
Senior Art Director: Jason Gan, Jessica Pester
Senior Copywriter: Ant Tull, Chris Thomas
Art Directors: Pei Chi Teh, Martha Gill
Copywriters: Lida Tozzi, Julia Heyedmann

Role: script, pre-production, post-production

Director: Ewurakua Dawson-Amoah
Editor: Sophia Lou | Cartel
VFX: The Mill