Agency: 100 Roses from Concrete
Client: Elementz
Role: Project Management & Assistant Production
PSA Overview ( Spec-work) This video demonstrates how the Elementz program leverages Hip Hop culture to connect the natural creativity of inner-city youth with successful career paths. Set in a high school classroom, the video uses a Polaroid camera to capture students engaging in the 5 Elements of Hip Hop, with the developing photos revealing their future careers. The core message challenges the perception of Hip Hop as a negative influence, instead highlighting it as a positive, emotional, and creative outlet that successfully puts future opportunities within reach.
Awards: Life after G.R.O.W.T.H Humble Award.
What is the GROWTH Initiative?
The G.R.O.W.T.H.(Giving Real Opportunity With Talent & Heart) Initiative was created by 100 Roses From Concrete Founder/Chief Creative Officer Keni Thacker, former Program Creator of the J. Walter Thompson Young Commodores program in March of 2020. The program allows a select group of multicultural college students to gain advertising and marketing experience over ten weeks. The GIFs, for short, will apply the lessons 100 Roses From Concrete members and special guests taught to create branding solutions for real-life non-profit clients as they learn to adapt to a new world coronavirus.
The G.R.O.W.T.H Initiative Team (Season 5): Erin Schmidt, Jediah Agbossoumonde, Anthony Ponte, Erika Maza, Anastasia Shade, Santroya Pitzer, Duda Formoso, Jennell Thomas, Etosha Manning, Lana Thacker, Kathryn Pinto, and Diana A Garcia.
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