W+K unveils its first American Indian College Fund campaign since David Kennedy’s passing
Erica Tremblay directed the new spot, featuring a Native graduate ready to embrace her future

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Wieden+Kennedy founder David Kennedy died two years ago this week. But his legacy as a champion of the American Indian College Fund lives on—as the agency has unveiled its first campaign in the client and agency’s 35 years together that Kennedy wasn’t involved in.
A 45-second spot called “Move Aside,” timed to Indigenous Peoples’ Day, focuses on the potential of tribal college students. It was crafted by Patty Orlando, creative director at W+K, along with creative team members Robin Maxkii and Brad Trost, and directed by Erica Tremblay (known for her film “Fancy Dance”) of the Seneca-Cayuga Nation.
It stars Elva Guerra of “Reservation Dogs” as a Native graduate who’s ready to make her mark in the world. The creative concept is about bringing a cover letter to life—with some unexpected highlights on her résumé.
Every detail of the campaign was rooted in Native culture, with Tremblay given the freedom to bring her own authenticity to the production.
“The campaign line is ‘Move Aside’ and that is what we tried to do. Rather than working in our usual way, we engaged an up-and-coming director from ‘Reservation Dogs,’ Erica Tremblay,” Orlando said. “From there, things just fell into place as she brought in Indigenous crew partners and actress Elva Guerra from Oklahoma. The shoot took on a life of its own, with Erica calling out crew calls in her native Iroquoian language. I think you can feel all these decisions and intentions in the finished work.”
The campaign is design to promote tribal education awareness and the potential of its graduates, and will also be used by tribal colleges and universities to promote their institutions to their surrounding communities. The work also includes social media, online banners and out-of-home placements in Times Square and on the Macy’s Thanksgiving Day Parade route, to show employers the promising prospects graduating from tribal colleges.
Maxkii is a former tribal college student herself.
“I remember applying for a College Fund scholarship after seeing a campaign poster in the hallway at school—and now, I get to work on those very campaigns,” she said. “I don’t think I have fought harder for any creative the way that I fight for Indigenous work because I know the impact this work has had and will have. As an Indigenous kid, it meant so much to me to see myself reflected in something—so I strive to continue to do the same by continuing to create authentic and dynamic Indigenous representation into my own work today.”
The launch of this campaign coincides with the two-year anniversary of W+K co-founder and longtime College Fund friend and ally, David Kennedy’s passing. After nearly 35 years of partnership, the “Move Aside” campaign is the first work that Kennedy has not played an active role in since the start of the relationship. While on set, Orlando and producer Jeff Selis, marveled at how Kennedy would have loved this work and how his legacy lives on.
Cheryl Crazy Bull, president and CEO of the American Indian College Fund, hailed the campaign as a stellar continuation of W+K’s commitment to the cause.
“The arts and stories that are embodied in the ‘Move Aside’ campaign are so reflective of the joyful and inclusive way that Native people engage with education and opportunity,” she said. “Once again, the College Fund, with our great allies at W+K and our deep relationships with Native artists and actors demonstrates through film that we are here to offer our knowledge and talents for a better society.”
Credits
- Date
- Oct 11, 2023
- Client :
- American Indian College Fund
- Agency :
- Wieden & Kennedy-Portland
- Creative Director :
- Patty Orlando
- Creative Director :
- David Kennedy
- Art Director :
- Brad Trost
- Copywriter :
- Robin Maxkii
- Head of Production :
- Orlee Tatarka
- Executive Producer :
- Jeff Selis
- Creative Operations Manager :
- Jane Monaghan
- Senior Print Producer :
- Denise Hanggi
- Senior Designer :
- Cathy Ormerod
- Design Producer :
- Victoria Tengblad-Kreft
- Head of Motion + Retouching :
- Frazer Goodbody
- Motion Lead :
- Adam Sirkin
- Motion Lead :
- Jeff Ackley
- Motion Designer :
- Daniel Finn
- Motion Designer :
- Wen Tsai
- Digital Retoucher :
- Saskia Thomson
- Digital Retoucher :
- Shay Platz
- Digital Retoucher :
- Frances Brown
- Group Strategy Director :
- Becca Taylor
- Strategist :
- Rachita Vasan
- Associate Media Director :
- Mary Eliason
- Media Planner :
- Casey Paxman
- Brand Director :
- Kayla Clay
- Brand Manager :
- Elizabeth Beymer
- Brand Manager :
- Patrick McLaughlin
- Business Affairs Manager :
- Aliyah Oyemade
- Broadcast Traffic :
- Eric Nguyen
- Senior Copy Editor :
- James Yu
- Chief Marketing and Development Officer :
- NancyJo Houk
- Director of Marketing :
- Karen Cheung
- Production Company :
- Alpen Pictures
- Director :
- Erica Tremblay
- Executive Producer :
- Christian Heuer
- Line Producer :
- William Orozco-Cubbon
- Director of Photography :
- Yuki Noguchi
- Production Design/Art Direction :
- Tafv Sampson
- 1st AD :
- Billy Alarcon
- Editorial Company :
- Joint
- Editor :
- Ling Chua
- Assistant Editor :
- Ian Devore
- Post Producer :
- Izzie Raitt
- Head of Production :
- Catherine Liu
- Executive Producer :
- Annie Maldonado
- Head of Operations :
- Kathleen Russell
- Head of Brand :
- Orlee Tatarka
- Post Production Accountant :
- Sky McBean
- VFX Company :
- Joint
- Colorist :
- Jasmine Vazquez
- Finish Artist :
- Gavin Wright
- Finish Assistant :
- Micole Joyner-Cottle
- VFX Producer :
- Zai Outlaw
- Head of Production :
- Catherine Liu
- Executive Producer :
- Tina Starkweather
- Music Company :
- Joint
- Artist/Writer :
- Harold Paul
- Sound Design / Mix :
- Joint
- Sound Design/ Mix :
- Candace Mortier
- Audio Recording Engineer :
- Ido Avraham
- Producer :
- Louise Woodward
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