Marketing Just Mercy

How do you help promote one of the most powerful and important stories retold through film in recent memory? You don’t. You let the people who helped make it happen, the people most passionate about it, talk about it. This is the approach I pitched for WB’s film, Just Mercy, a dramatic retelling of Bryan Stevenson’s first big case and the moment he started the Equal Justice Initiative. We interviewed people from Participant Media about what it was like to create the movie and how film can be an act of activism and created a series of social videos using motion design and film footage to support Just Mercy’s premier. For this project, I was responsible for pitching and developing the creative, interviewing the talent, scriptwriting and creating the paper edit, and providing creative direction throughout the edit.

Credits

• Creative Director: Tyler Haruta

• Design Director: Dersu Rhodes

• Motion Designer: Graham Boles

• Post Producer: Jaime Cooke

• Talent: Jamie Cornejo, Melinda Arons, Elaine Chin