Introduction
While diversity on screen has seen improvements in recent years, there is still much work to be done to ensure representation both in front of and behind the camera. In an effort to amplify the voices of Black Canadian artists in the screen industries, the Black Screen Office (BSO) partnered with Corex Creative to launch the “My First Break” social media campaign. This campaign highlighted the journeys of emerging and experienced Black creatives, providing inspiration for others to join the BSO community.
Objective
The goal of the “My First Break” campaign was to raise awareness of the BSO and encourage Black creatives to engage with the organization. Corex Creative was tasked with leading the creative vision, design, and video production of the campaign, crafting a message that would resonate with the target audience while showcasing the experiences of Black artists in the screen industries.
What We Did
- Creative Direction and Campaign Strategy:
- Corex Creative took full ownership of the creative direction for the “My First Break” social media campaign, ensuring that each element reflected the mission of empowering Black artists and providing them with visibility within the screen industries.
- We developed a comprehensive campaign strategy designed to maximize engagement across multiple social channels, ensuring the content reached a wide and relevant audience.
- Brand Identity and Creative Assets:
- Corex Creative designed the campaign’s brand identity, creating visually compelling assets that included a logo, social media posts, and banners. These elements were used to establish a cohesive and recognizable campaign presence across platforms.
- The branding was crafted to convey the spirit of opportunity and resilience, encouraging Black creatives to share their stories and join the BSO community.
- Talent Interviews and Video Production:
- We conducted interviews with both emerging and established Black talent, capturing their personal stories and the significance of their “first break” in the screen industries.
- These interviews were transformed into a series of stunning short-form social clips, each telling an inspirational story designed to engage viewers and build awareness of the BSO’s work.
- Social Media Engagement:
- The “My First Break” campaign reached a broad audience, showcasing the career paths of Black creatives and drawing attention to the BSO community. The campaign’s personal and relatable content resonated deeply with viewers, sparking increased interest in the BSO’s mission.
Conclusion
The “My First Break” campaign successfully achieved its goal of raising awareness about the BSO while inspiring Black creatives to pursue opportunities in the screen industries. Through strategic creative direction and impactful storytelling, Corex Creative helped the BSO broaden its reach and foster a stronger sense of community among Black Canadian artists. The campaign not only celebrated the talent of these artists but also paved the way for future generations of Black creatives to share their stories and successes.