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.

Image from the production of SoulPancake's Raised for Incarceration, Directed by Christopher Scott

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.

Image of JT Church from the production of SoulPancake's Raised for Incarceration, Directed by Christopher Scott

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

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