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RocNation - Meek Mill: A New Set of Rights
16/09/2019
Production Company
New York, USA
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Credits
Brand
Agency / Creative
Production Service
Editorial
Music / Sound

OBJECTIVE >>


To spark outrage and drive lasting reform, by proving the U.S. Criminal Justice System is inherently racist and operates as modern day slavery.


CREATIVE IDEA>>


We used the most recognizable words of the justice system, the Miranda Rights, against itself to prove how unjust it really is. Each line was re-written to expose a harsh reality - that the very words created to protect citizens, traps minorities in a cycle of injustice. To deliver this message, we partnered with notable victim of the system, multi-platinum hip-hop artist, Meek Mill. Visually, we crafted a film that symbolized Meek’s journey of injustice. The world and sets we created around him reflected all minorities metaphorical cycle of injustice. A cycle we suggest -- is an extension of slavery. Finally, we propose a new set of rights, a rallying cry for activism and reform.


HOW IT CAME TO LIFE>>


While many artists would opt to launch cause-based music videos, we chose an unconventional approach -- a video op-ed in the NYTimes.com - a medium to reach a broader audience, beyond Meek Mill’s fans and supporters. By publishing the film ahead of Meek Mill’s album release, we successfully ignited a national reform conversation and drove momentum for reform ahead of the transformational criminal justice reform bill, The First Step Act.