The Unsung

Celebrating heroes across the country doing good for others, and giving Americans hope
by injecting positivity in the final moments of the year.

The brief

Client
  • MassMutual
Work & Expertise
  • Strategy Development
  • Production Planning & Execution
  • Video Production and Experiential
  • Media Buying & Social
Role & Company
  • Associate Account Director // Account Lead & Client Partner
    Giant Spoon // New York

Committed to LGBTQ inclusion since 1998, MassMutual sought to deepen their connection with the community. Seeking to amplify their ongoing support and advocacy, they aimed to mobilize the San Francisco community and allies during Pride Month. The challenge was to develop a national campaign that not only celebrated Pride but also underscored MassMutual’s unwavering support, emphasizing MassMutual’s commitment to securing the futures of LGBTQ individuals and their loved ones. This required a multifaceted approach, including a dynamic digital video campaign, engaging activations at San Francisco Pride, and strategic partnerships to highlight the transformative power of unity and love. Through these efforts, MassMutual aimed to inspire meaningful dialogue and positive change within and beyond the LGBTQ community, nurturing a culture of inclusivity and support.

The work

During San Francisco Pride, MassMutual joined a heartfelt celebration of the LGBTQ+ community as part of a national campaign. Central to this initiative was a dynamic digital video campaign and activation, designed to highlight the power of unity and collective strength. As part of this effort, we produced a compelling hero film that beautifully combined diverse faces into a unified mosaic, symbolizing the strength found in diversity and unity. This mosaic hero film, a vibrant symbol of diversity and inclusivity, was shared via MassMutual’s Live Mutual platform, engaging nearly 1 million individuals at the event and resonating across social media channels. Complementing this activation was the hero film, digitally distributed with The New York Times, extending the campaign’s reach and impact.

I was responsible for overseeing the production of the hero film, the experiential planning, and the execution of the custom photo booth and San Francisco Pride activation, ensuring its seamless operation during the event. Through these creative initiatives, MassMutual reaffirmed its commitment to celebrating diversity and fostering a culture of acceptance within the LGBTQ+ community and beyond.

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