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.

RocNation - Meek Mill: A New Set of Rights

CREDITS

Local partners

Gold partners