Agency: 100 Roses from Concrete
Client: Elementz
My Role: Project Management
For this PSA project, I had the privilege of collaborating with 12 talented individuals recruited from different states. Our client was Elementz, and we worked closely with mentors and mods from 100 Roses From Concrete, who imparted valuable lessons that significantly contributed to the development of our PSA. The GROWTH Initiative was a 10-week program where I learned from my team, mentors, mods, and the 100 Roses From Concrete team through various workshops led by talented volunteers.
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.
PSA Overview ( Spec-work)
We show how kids’ natural creativity can lead to successful careers through the lens of Hip Hop culture and the opportunities offered at Elementz. During a free period in a high school classroom, students engage in the 5 Elementz of Hip Hop, captured on a Polaroid camera that reveals these students’ future careers. While some may not see Hip Hop as a positive influence that unlocks these opportunities, the photos highlight how Hip Hop provides a positive, emotional, and creative outlet, putting future success within reach for inner-city youth.
Awards: Life after G.R.O.W.T.H Humble Award.
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