brand: SoulPancake
Raised for Incarceration
Concept + Development | Social Strategy | Communications Strategy | Production | Influencer Marketing | Talent Management
SoulPancake, the media company founded by Rainn Wilson, created content dedicated to exploring life’s big questions while centering joy and community. For its series Gateways—a digital docuseries spotlighting incarcerated youth in the prison college system—we were tasked with creating an accessible way to bring audiences, familiar with Kid President, into the conversation. We ideated, developed, and produced a complementary dance video—choreographed and directed by Christopher Scott (Wicked, In the Heights, So You Think You Can Dance)—that depicted a day in the life of a child against the backdrop of a broken system.
insight:
art has the power to make abstract issues feel personal and urgent
Featuring notable dance influencers, juxtaposed with audio clips from the series, and beautifully scored by a haunting original recording of “Twinkle, Twinkle, Little Star,” the award-winning video, was digitally distributed on YouTube and Facebook with custom cross-platform social shared by SoulPancake, talent, and press.
campaign highlights
#1 TRAFFIC SOURCE
to Gateways digital series
10 MILLION+
cross-platform impressions
TELLY AWARD
winner - silver award | digital video
SHORTY AWARD
winner | best dance video

