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The Text

This short film is directed by Oscar-winning screenwriter ("Milk) and LGBT activist, Dustin Lance Black. The film addresses loyalty and friendship while addressing the delicate subject of teen homosexuality. The messaging encourages teens to take a stand against bullying and to choose friendship over cruelty. “I’m proud to have worked with Coca-Cola on their ‘Crossroads’ series of films because at their core each helps demonstrate how choosing the path of compassion at crucial moments paves the way to true friendship and happiness,” said Black. “’The Text’ was perhaps the most personal for me to direct. As an artist, I feel I have a responsibility to share the stories of who LGBT people truly are in order to dispel any atmosphere of fear that might prevent LGBT people from sharing their lives openly.”

Creative Agency

Creative Agency: Pereira & O'Dell

Art Director: Luke Acret

Strategist: Sara Lezama

Chief Creative Officer: PJ Pereira

Strategy Director: Josh Brandau

Agency Production: Jeff Ferro, Victoria Whitlow

Executive Creative Directors: Jaime Robinson

Account Executive: Rose Valderrama

Chief Strategy Officer: Ana Cortat

Senior Copywriter: Omid Amid

Senior Business Director: Russ Nadler

Senior Designer: Moses Kelany

Production Manager: Aaron Rodriguez

Regional Corporate Communications Executive: Molly Parsley

Project manager: Lauren Parker

Creative director: Rob Lambrechts, Rafael Rizuto

Production Company

Production Company: Bully Pictures

Executive Producer: Jason Forest

Director: Dustin Lance Black

DOP: Carlos Verón

Producer: Gunner Clancey

Offline

Editor: Collin Kriner

Post Production / VFX

Post Production Company: Umlaut Films

Creative Director: Alex Rodríguez

Music

Music Supervision: Aminé Ramer

Print / OOH

Designers: Erik Buckham

Retoucher: Adhemas Batista

Category: Pop/fizzy, Soft drinks

Genre: Dialogue, Digital, PR, Storytelling