Apple TVThe mission
Use Apple TV’s platform and position in the streaming market to facilitate conversations around DEI.
Where we were coming from
We were a team of women of color put together at a time of a new presidential administration, ongoing DEI conversations, and the near cancellation of Jimmy Kimmel’s late night show for controversial reasons. Blessed with an opportunity that can only come once in a Brandcenter lifetime, we had to jump on the chance to make a statement that our group was uniquely positioned for.
The method to our madness
We did competitive research to understand Apple TV’s position in the category.
We built a business case for why they’re uniquely positioned to foster these conversations.
We traveled to the darkest parts of the internet trying to understand what audiences want to see, the conversations they’re having, and the psychology behind sharing online.
We investigated what progress Hollywood has (or hasn’t) made towards DEI to gauge how the industry responds to online discourse and what voices they’re really listening to.
A breakdown of theatrical film roles
Representation is decreasing in front of and behind the camera
White share of all theatrical film roles increased from 59.6 percent in 2023 to 67.2 percent in 2024, reversing the steady trend measured in preceding years. While MENA (1.2 percent) actors were at proportionate representation, all other groups, including Black (11.3 percent), Latinx" (3.6 percent), Asian" (5.5 percent), multiracial (10.5 percent), and Native (0.7 percent) actors, were underrepresented among all theatrical film roles in top films in 2024.
“Anger is the most viral emotion on the internet.”
NBC News
Angry or morally charged posts spread up to 5x faster than neutral or positive ones
So, what’s the hold up?
Hollywood is backsliding on their DEI efforts because they’re afraid of receiving too much backlash from their audiences.
And, basically…
We’re living in a culture of reaction over reflection.
Apple TV would use the reactivity of the DEI naysayers against them to take a stand that other brands are too afraid to take.
The Finesse
A provocative (and slightly controversial) social media stunt where Apple TV announces a feature that could filter content that doesn’t align with people’s views.
The Follow-through
Apple TV announces the launch of their ‘Align’ filter followed by social posts demonstrating what this ridiculous filter is capable of.
The Launch
We give the reactors time to do what they do and add fuel to the fire with their thoughts and opinions.
The Simmer
Apple TV announces that this filter was never real and encourages the reactors to reflect. They will then spotlight Apple TV’s own milestones in the on-screen DEI efforts and partner with The Black List to uplift diversity in Hollywood.
The Truth
Alyssa’s Reflection Corner
This project is my Magnum Opus in a sense. As a woman of color, uplifting marginalized communities, having hard conversations, and platforming DEI is the heart of what I do. This project encapsulates the kind of work I want to make and the kind of risks I wish the industry would take. It’s fearless, it’s clever, and it sends a message that society really needs to hear.
Shoutout to the team
AD: Clarke Weddington
AD: Annie Zheng
CW: Kayliah Hendrix
CBM: Tamika Alexander