MUST BE VIEWED ON A MOBIE DEVICE
RushCard is working to change perceptions and promote understanding and equality in our communities.
In this mobile first campaign, all shot on an
… read moreiPhone by renowned documentary filmmaker, Gillian Laub, spoken word poetry is used to tell a powerful story about perception, via a series of films that hit on cultural and social issues. Based on a media consumption insight (people turn their phones from portrait to landscape, when viewing a video, to see the picture better), Narrative developed technology that allows users to switch between two films that are triggered by device orientation—creating a physical and mental change in perspective.
When observed vertically one person is reciting the poem, but when observed horizontally a different person is reciting the same poem. The meaning of the poem changes based upon who speaks it and whether you’re holding the phone in portrait or landscape position.
The first two films in the campaign are designed to help shift perception on race and gender roles in America. The rest will continue to address other cultural and social issues.
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