DESCRIPTION

Conceptualized and lead this 360 campaign that had two clear objectives. First, graduating a new generation— Millennial and Gen Z, into the Viva Glam movement with Rosalía leading the way and secondly, highlighting all the work that the Viva Glam Fund had done towards women reproductive rights and vulnerable communities affected by COVID-19. Viva Glam has always been about ‘shinning a light in the dark’ and visuals of working in unison, being connected, lighting a spark, giant red ribbons, are all metaphoric representations of the continuing fight against HIV/AIDS, and the ripple effects one good action can have. This campaign was designed to exploit the viral nature of social media challenge culture— choreography featured in the anthem video was trimmed into TikTok challenges, also mirroring the ripple effects of doing good while looking good.