this is america
date
MAY 2020
ROLE
CREATIVE DIRECTION
DIGITAL ART
CONTENT CREATION
Challenge
In March 2020, the COVID-19 pandemic took over the world. Along with the virus spreading, there was also a concerning surge in hate crimes, racism, and discrimination, dividing humanity more than ever. Fueled by anger and sadness, I wanted to address it through art.
Goal
Address social issues through digital art, with the goal of raising awareness and fostering empathy. This social awareness campaign had one goal: to spread positivity and unite humanity during a time where many felt hopeless and divided.
SOLUTION
"This Is America" began as a passion project for me that was designed to cultivate empathy, raise awareness, & spread positivity in a time where unity was crucial. The outcome resulted in a wide range of people who shared my art, leading to it going viral and reaching over 10 million impressions online:
+ TikTok reached over 8.5 million plays
+ Twitter reached over 1.4 million likes
+ Instagram reached over 560k likes
+ Facebook reached over 210k shares
