Showed low-income kids need opportunities, not people’s sympathy.
Story↴
All too often we see low-income kids through the lens of a PSA. But they don’t see the obstacles we see, they see opportunity. So instead of offering them our sympathy, Comcast is giving them what they really need to pursue their goals in the future economy: affordable high-speed internet. So they are ready for anything.
Agency: 72andSunny New York
Role: Creative Direction, Art Direction
Director: The Malloys / Superprime
Editor: JD Smith, Final Cut
Colorist: Fergus McCall
Post: The Mill
DP: Daniel Voldheim