Seize The Awkward

“Black Don’t Crack”

Seize The Award is on a mission to normalize mental health conversations among teens, especially within BIPOC communities. For this year’s campaign, we worked with Megan Thee Stallion to showcase strength in vulnerability, using “Black don’t crack” as a metaphor for the harmful toll bottling up emotions can have on one’s mental health.

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#GetRealWithMe

With our film as the launchpad, we took our message to social, creating the #GetRealWithMe movement, hacking the beauty space to leverage the adage “Black Don’t Crack” into a platform for Black women to share their mental health struggles.

When GIFs speak louder than words

We created a GIF toolkit for people to send to their friends as a means of checking in — which has garnered over 137 million views on Giphy. 

Made at Droga5 with Pei Chi Teh, Courtney Richardson, Jason Gan, Julia Heyedmann, Ant Tull, Martha Gill, Chris Thomas,  Jessica Pester, and Kevin Brady. 

Director: Ewurakua Dawson-Amoah 
Editor: Sophia Lou | Cartel
VFX: The Mill
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Featured on:
Ad Age | Adweek | Campaign US | CBS News CNN Complex | Hip Hop DX | Hip Hop Wired | Houston Chronicle | Mashable | NME | People | PR Week | Revolt | Sports Illustrated | The Source | UPROXX | Upworthy | Us Weekly | VIBE | XXL

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Awarded:  
Innovative Narrative Award Winner — Mosaic Awards
Gold in Best Influencer Collaboration — Anthem Awards
Silver in Film, Video, Television or Show — Anthem Awards