The campaign first rolled out with staggering stats collected from a study commissioned by LIFEWTR highlighting underrepresentation in all forms of art.
We then rolled out these launch videos across LIFEWTR’s, Issa Rae’s and all 20 of our #LifeUnseen artist’s channels explaining how #LifeUnseen was created to address representational blind spots across artistic industries.
We then launched the gallery one square at a time on LIFEWTR’s channel. We organized the #LifeUnseen gallery into 4 exhibits (Film, Visual Arts, Fashion and Music) and introduced a new artist to fans each week.
Overall, the amount of content we created was massive. Every asset we created for LIFEWTR’s channels was modified to then live on all 20 of our artists channels as well with a unique cover image and footage that highlighted each particular artist.
In addition all 20 artists were given their own customized stories highlighting the program and their work to post on their channels.
And finally we wrapped up the entire campaign with a call for entries asking for creators to submit an idea of their own for a chance to win one of five grants in the amount of $10k to make it.