M ss ng P eces' innovative ideas spanned across tech and content
M ss ng P eces once again demonstrated a mastery of both tech and content in standout messages that entertained while also addressing the most pressing issues of the day. Mike Woods’ work on Miller Lite’s “Cantenna,” a beer can that doubled as a digital antenna giving cord-cutters free access to NFL games, proved a novel way for the brand to connect with consumers during quarantine.
As the social justice movement reverberated across the U.S., Woods also worked on “Invisible Hate,” an app for NAACP Atlanta that tracked more than 700 Confederate monuments across the country, giving users a call to action for their removal. Joe Talbot’s “Change the Story” campaign for USAFacts used data to change the conversation around hyper-partisan issues including healthcare and immigration.
Director X (aka Julien Christian Lutz) created a poetic film for Tinder asking people about their experiences of “Black love” and how it has impacted their lives, and Garrett Bradley became the first Black woman to win the Documentary Directing Award at Sundance for her film “Time,” which also earned an Oscar nomination this year.
There was also plenty of pandemic-themed work: a PSA for New Jersey Goals of Care Coalition and POLST directed by Gerry Graf featured Michael Douglas and Danny DeVito reconnecting over a Zoom call; Mucinex’s “Sickwear” fashion show on YouTube, with direction from Woods and Danielle Levitt, saw models wearing items designed to fight germs and illness; and Josh Nussbaum’s affecting spot for Cox Communications showcased its employees’ efforts to socialize with isolated seniors.