Everyday actions become 'technically illegal' when on parole in first brand campaign for the Reform Alliance
Droga5 continues its work for the organization founded by Meek Mill and Jay-Z
Editor's Pick
“For my friends, everything. For my enemies, the law,” so the saying goes. The unequal application of the law has long led, ironically, to injustice. Without context or exception, laws become rigid cages that trap anyone unlucky enough to get caught.
That all goes doubly for people on parole. After release from prison, parole is supposed to be a probationary period when people prove that they have reformed. Instead, the strict, unyielding rules placed upon their movements, activities and friendships can turn it into another kind of jailtime.
A new spot from Droga5 for the Reform Alliance showcases the ordinary, everyday events that become illegal—technically—while on probation. Showing up late to an appointment is a violation. Crossing state lines for any reason—even to see a dying loved one—is a violation.
Directed by Malik Hassan Sayeed via Little Minx, the spot is the organization’s first brand campaign. It also includes an Instagram filter that presents the tough choices people on parole face when trying to adhere to the letter of the law.
The Reform Alliance was founded by Meek Mill, Jay-Z, Michael Rubin and others. Previous work from Droga5 used real phone calls from inmates worried about exposure to the coronavirus while behind bars.
Credits
- Date
- Apr 27, 2021
- Client :
- Reform Alliance
- Agency :
- Droga5
- Co-Chief Creative Officer :
- Tim Gordon
- Co-Chief Creative Officer :
- Felix Richter
- Creative Director :
- Alyssa Georg
- Creative Director :
- Elena Knox
- Associate Creative Director :
- Michael Kleinman
- Senior Copywriter :
- Clement Tull
- Senior Art Director :
- Kamal Collins
- Copywriter :
- Sara Muchnick
- Copywriter :
- Emily Chang
- Art Director :
- Stefan Folio
- Group Design Director :
- Mark Yoon
- Designer :
- Olivia Piazza
- Motion Designer :
- Jung Eun Han
- Group UX Director :
- Craig Wong
- Director Film Production :
- Jesse Brihn
- Senior Producer Film :
- Samar Zaman
- Senior Producer Film :
- Isabella Lebovitz
- Senior Music Supervisor :
- Mike Ladman
- Music Supervisor :
- Sarah Tembeckjian
- Director of Innovation :
- Justin Durazzo
- Associate Producer Interactive :
- Lauren Williams
- Producer Interactive :
- Aaron Matys
- Group Strategy Director :
- Ben Brown
- Strategy Director :
- Rik Mistry
- Strategy Director :
- Gabriela Avila
- Strategist :
- Mykala Daniel
- Group Communications Strategy Director :
- Samantha Deevy
- Senior Communications Strategist :
- Paulina Liang
- Communications Strategist :
- Molly Klein
- Group Account Director :
- Sharif El Rabiey
- Account Director :
- Ashton Atlas
- Associate Account Manager :
- My-Linh Tran
- Group Project Manager :
- Audrey Weber
- Senior Project Manager :
- Douglas Brewster
- Project Manager :
- Damaris Giha
- CEO :
- Robert Rooks
- Co-Chair, REFORM Action Fund :
- Van Jones
- President :
- Bob Pilon
- Senior Director Creative Campaigns :
- Meagan Bond
- Production Company :
- Little Minx
- Director :
- Malik Hassan Sayeed
- Executive Producer :
- Rhea Scott
- Executive Producer :
- Helen Hollien
- Producer :
- Erin Wile
- Editorial :
- Rock Paper Scissors
- Managing Director :
- Eve Kornblum
- Editor :
- Carlos Arias
- Assistant Editor :
- Ashley Tantillo
- Producer :
- Shayna Rubin
- Editorial :
- Rock Paper Scissors
- Managing Director :
- Eve Kornblum
- Editor :
- Carlos Arias
- Assistant Editor :
- Ashley Tantillo
- Producer :
- Shayna Rubin
- Post Production :
- Rock Paper Scissors
- VFX Producer :
- Barbara Kontarovich
- VFX Artist :
- Edward Reina
- Animator :
- Val Balayants
- Color :
- Company3
- Colorist :
- Tom Poole
- Music Label :
- Interscope
- Music Label :
- Universal
- Artist :
- Jacob Banks
- Writer :
- Jacob Banks
- Writer :
- Spencer Steward
- Sound :
- Q-Department
- Sound :
- Matt Orlando
- Interactive Production Company :
- Second Child
- AR Developer :
- Dennis Roberts
- Photographer :
- Erick Schaetzke
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