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The poetry of DNA

When tasked with creating a video My Heritage DNA, a new challenger brand in the competitive DNA testing space, we reflected on the level of anxiety and tension today around the subject of cultural and racial identity. During these conversations we thought, can DNA testing help to create greater personal awareness and social understanding? It wasn’t about using a ‘celebrity’ or ‘co-opting’ a cultural moment. It was about finding an authentic voice who could speak credibly and passionately to the issue. After considering many options, we suggested a collaboration with Prince Ea. After seeing his videos that tackle social conversations ranging from the environment, to education and race itself, we were convinced he was the right person to amplify the message. It took a confident client to give Prince Ea the creative license to articulate this issue in his own words and not as ‘advertising copy.’ He wrote the monologue himself and we created a platform for him to share his very personal experiences, including racism itself. As a freelance Creative Director I was hired for this particular pitch for Myheritage DNA. My writing partner and i came up with multiple ideas to launch this product in the US and 'Poetry of DNA' became the winner. It took a lot of handholding and negotiations to eventually produce this spot which i oversaw every aspect of from the initial idea to final production and post production. The whole process took 6 months.

Project Roles
Creative Director
Company
Myheritage DNA
Skills
Art Direction, Color Grading, Creative Direction, Design, Music, Post-Production
Media
Advertising, Branded Content, Commercials - Broadcast, Commercials - Video
Project Industries
Advertising