chewyThe 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. Graced 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 dug into the Apple brand as a whole to build a case for why they’re uniquely positioned to foster these conversations.
We explored 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.
What’s the hold up?
Hollywood is backsliding on their DEI efforts because they’re afraid of receiving too much backlash from their audiences.
the result: less representation in front of and behind the camera
angry and morally charged posts spread 5x faster than neutral ones
So, basically…
We’re living in a culture of reaction over reflection.
The finesse
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 follow-through
A provocative (and arguably controversial) stunt where Apple TV leads people to believe they created a feature that could filter content that doesn’t align with their views by using ‘Apple TV Align’.
The Reaction
We give the reactors time to do what they do and add fuel to the fire with their thoughts and opinions.
The Launch
Apple TV announces the launch of their ‘Align’ filter followed by social posts demonstrating what this ridiculous filter is capable of.
The Truth
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.
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.
