SEE EVERYONE FOR WHO THEY ARE
You Will See Me is a platform that brings the messages of public safety and social justice together so we can all do our part to make it safe for everyone to wear a face mask. Together, we can take a stand against both the coronavirus and racial bias by choosing to see every person wearing a face mask for who they are—a mother, a father, a son, a daughter, a friend—as well as for the kindness they’re showing all of us by covering their face.
Our original brief was in support Black Americans who have been disproportionately impacted by the Coronavirus. The goal was to continue to bring awareness to the importance of wearing a face covering to protect yourself and your community This briefing took place about a week after the Ahmaud Arbery shooting gained national attention. In our very first conversation with the Ad Council team, we said we’d love to tackle the brief as long as they were open to us developing a campaign that also addressed the risks Black Americans face while wearing masks. They wholeheartedly agreed.
Then, while we were deep in creative development, George Floyd was killed. His murder had a tremendous impact on all of us. We cried a lot together and learned from each other but our resolve was strong.
The evening after his murder I sent a text to many of my friends and family members that simply said “I See You and I Love You.” This one message brought back so many heart felt responses that ultimately inspired the concept for this entire campaign, because the truth is Black Americans and the violence inflicted on them is not seen.
You Will See Me is the marriage of two powerful messages, public safety and racial bias. It expresses the importance of wearing a face mask to protect yourself and your community from the Coronavirus married with the message, as Black people, want to be seen for the human beings we are under the mask.
Our partners at the Ad Council never shied away from that message.
A special thanks to my friends who gave me the honor of their participation Nicole DeHaven, Al Shearer, Marcus Wesson, Chanel Bailey, Bille Woodruff, Rick Williams.
Join The Movement @ https://youwillseeme.org/
It was important for us to create a campaign that ultimately put the power in the community’s hands to make the campaign their own and spread the word. Everyone who visited YouWillSeeMe.org could use their photo to create a custom image to share with their friends on social and invite them to join the movement.
Agency WildCard / 3AM
Executive Creative Director / Writer / Art Director - Evan DeHaven
Creative Director / Senior Copy Writer - Molly Douglas
EVP, CHIEF MARKETING OFFICER: Tara DeVeaux
Producer: Amber Wade
Designer: Wilson Saloj
Director Of Insights: Shawn Shahani
Senior Strategist: Fredrick Brown
Marketing Coordinator: Victoria Carter
Casting Director: Tracey Smith
Web Developer: Ada Lovecraft
Web Developer: Grace Mekarski
VP of Client Services: Louie Lorenzo
Producer: Pablo Herrero
Associate Producer: Katie Spritz
Editor: Chris Bohr
Editor: Andrew Vann
Editor: Luke Post
Editor: Charlie Butterworth
Editor: Emily Pietrocarlo
Creative Director Graphics: Jeremy Fisher
Graphics: Cameron Starke
Graphics: TJ Lowe
Music Director: Stephanie Koury
Music Supervisor: Lana Bui
Music Coordinator: Teoderico Berberabe
Operations Manager: Joshua Strauss
Post Production Manager: Scott Sprague
Assistant Editor: Jack Ritten
Assistant Editor: Pablo Lara
Assistant Editor: Amruta Patil
Happy Place, inc.
Founder & Creative Producer: Tara Razavi
Director: Bille Woodruff
Director: Danny Yirgou
DP: Adam Coleman
DP: Peter Mosiman
Line Producer: Gina Naranjo
Production Coordinator: Sarahi Salazar
Producer: Allison Acevedo
Post Producer: Tony Stackhouse
Post Prod. Coordinator: Brandon Moody
New Wave Entertainment
Post Supervisor/Online Editor: Shawn Stoner
Recording Mixer: Deloren Hickles
Colorist: Sam Dlugach
Colorist: Ed Twiford
Compositor: Ed Molina