"For Every Kind of Dream," a short film series from credit card processing company Square that chronicles how individuals and communities in the U.S. have lifted themselves up despite the most trying of circumstances, has earned The Tribeca Film Festival's third annual Tribeca X award. The honor celebrates content at the intersection of advertising and entertainment.
The series, directed by Mohammad Gorjestani via Even/Odd, includes "Sister Hearts," seen above, which followed the story of Maryam Henderson-Uloho. After serving 13 years in prison in Louisiana, she started a secondhand goods business on a street corner and then grew it into a bricks and mortar shop that now offers employment and housing to other previously incarcerated women. It also included "Lakota in America," a short documenting the efforts of the Cheyenne River Youth Project's work in helping its young ones become productive members of the community, despite having to deal with poverty, drug and alcohol addiction and suicide.
The effort took the prize over eight other nominees: Nike's "Breaking 2"; Montefiore's "Corzaon," via JohnXHannes and directed by John Hillcoat; Apple's "Detour" directed by Michel Gondry; Squarespace's "John Malkovich" campaign from JohnxHannes and directed by Miles Jay of Smuggler; the ACLU's "Mass incarceration: An Animated Series" directed by Elyse Kelly via Acme Filmworks; Pricewaterhouse Cooper's "Purpose and Profit" via RYOT and Gotham Point Films; Fairmont's "Suite 1742: A Virtual Bed-In Experience" directed by Carl Ruscica via UNLTD and Massivart and WebMD's "Voices," an in-house campaign directed by Courtney Dixon.