Geena Davis Institue

The Ask

Boost awareness of GDI's mission through an increase of social media engagement by 15% within 6 months of launch.

The Concept

Short Form Videos

From The Writer’s Room to The Real World.

Psstt... We’re letting you in on a little secret: Your favorite shows aren’t hits by accident. GDI’s research proves that intentional diversity in the writers’ room is the blueprint for creating characters that truly resonate. Writers with diverse perspectives and backgrounds create richer, more authentic, and more complex characters that Gen Z audiences deeply connect with.

Static Posts

Performance: 14.9 k impressions 352 engaged

Performance: 21.8 k impressions 708 engaged

Performance: 5.1k impressions 100 engaged

AD : Livia Davidson and Jenna Lee, Copy: Lily Smokler, Strategist: Lucia Correa & Ava Spurgeon, AE : Amanda Brecher PM: Nadya Payeur

ABOUT BU ADLAB

AdLab is the country’s largest student-run agency, based in Boston University’s College of Communication, with 165 students working across 30 client projects annually. As Art Director for the Geena Davis Institute, I shaped the visual language of the campaign, guiding concept development and creative execution to align strategy, storytelling, and design.

Awarded: Adlabbie for Rising to the Occasion