At Sunshine NY, I was part of a team tasked with creating a lauch spot for A&E Networks new brand position, Look Closer.
Through the spoken-word poetry of Adam Schmalholz, aka IN-Q, we called on people to take a closer look at the world.
Snapshots of people from different backgrounds capture contrasting journeys and social issues across the U.S. From his poem "Look Closer," IN-Q praises the differences that set people apart and the common ground that brings them together, culminating with the statement, "It's only by looking closer that we see."
Throughout the TV spot, online viewers could click on keywords as they pop up to hear more about those topics from the speaker. There was also an opportunity for viewers to hear from Americans that the A+E team spoke with during the multi-week trip across America.