Procter and Gamble
THE LOOK
Role: UX Design | UI Design
Agency: North Kingdom LA
Awards: AdAge Best of 2019
2019
As a follow-up to the award-winning film “The Talk”, the story of black parents talking to their children about the prejudice they will face, Procter and Gamble wanted to create a film that raises awareness around the implicit bias towards black males in America.
As the main designer, I had the opportunity to create a site that not only hosts the main film piece, but enhances it with supporting content and storytelling to educate viewers on unconscious bias.
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LET'S TALK ABOUT THE LOOK SO WE CAN SEE BEYOND IT
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In partnership with Saturday Morning, we sought to create “The Look”, a film and supporting site that shows what it’s like to be a black man in America.
Each chapter of the film references common scenarios that a black man encounters in 2019.
In the website experience, we dive deeper into the historical events that inspired these moments in the film by providing an engaging navigation experience on both desktop and mobile.
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THE HISTORY BEHIND THE LOOK
Following an editorial approach, the site is structured into blocks of content based on moments in the film. Each of these 'chapters' highlight related historical incidents and current events -- showing that racial prejudice is still very present today.
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With both horizontal and vertical scrolling, the site follows a modular system that lets you easily navigate through the different chapters and dive deeper into the supporting content.
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SPARKING IMPORTANT CONVERSATIONS
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The goal of The Look was to spark dialogue that inspires us to build a world where films like this are no longer needed, and to change perceptions on racial bias and injustice. Working on this project was a very memorable experience.
The Look has won several awards and mentions in the media
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