In 2020, as the world shut down critical stories emerged. Procter and Gamble, who's set a tradition of creating award winning Olympics spots, called upon ATTN: to create a truly global film highlighting four Olympians who, after their Olympic dreams were put on hold, expressed their greatness by organizing for racial justice, treating patients during the pandemic, and more.
As hard as it was to direct remote shoots across three continents, and make P&G feel comfortable to speak up for racial justice, we had the model of our subjects to keep us focused on the finish line.
The film was a success, receiving press and accolades for providing a platform upon which athlete-activist could stand up for their beliefs.
Group Creative Director: Jesse Hicks