Grounded

Black-Owned Friday & Google
Category
Techniques
Director & Agency

Step into paradise with this floral 2D animation directed by Kris Merc and produced by Not To Scale NY, celebrating black-owned businesses. Animated in ten days for Grounded Plants alongside Google and BBH NY!

Black-Owned Friday has received global recognition, winning, amongst other accolades, a Webby People’s Voice award & being named as Campaign US’ ‘Most Purposeful Campaign of the Year’ 2021. We are so proud to have been a part of this success and to have helped with such an important conversation & cause.

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Google’s promise to support small businesses resulted in a campaign that took place on Black Friday, one of the biggest shopping days of the year. We worked with Kris & BBH to help re-focus the spending efforts towards small businesses and highlight the good they do in their communities.

Featuring a bespoke track by singer Ari Lennox, this beautiful film saw a 3000% increase for Grounded in sales from Instagram traffic alone!

Kris Merc,
Director
"It’s an honor to be a part of a campaign that had real impact. The intersection of art and activism is an important one that more of us should engage with. It’s essential that we support Black owned everything, and using these platforms to amplify voices is critical work. Brand films often are empty calories, we need to push for work that engages and moves the needle forward however possible. Our team, comprised of a spectrum of Bipoc black creatives really knocked this film out, with a lot of love and consideration. It’s not often we get to see a (virtual) room full of black creatives animating the work. It’s a beautiful thing to be a part of and seeing the impact of this campaign on Black owned Businesses fills our hearts and souls with love."

Recognition