Nothing is more important than respecting and enabling equity and diversity in our work and world, and the best way to change thinking is to model it. We had the opportunity to engage an entire industry and to show them how to make room for others.

Netflix rarely does brand work, but felt they needed to stand up and stand out as a company that can disrupt culture (and the film industry) as much as it's disrupted the technology with which we watch films and shows. Our brief was "Netflix makes room for the talent you are." We wanted this message to be as meaningful to those who make shows and films as it is to those who see them (and see themselves in them), and to model how Netflix is making room on screen and off.

To walk our talk--recruiting women, people of color and other "othered" people to help us make a film about Netflix's stand on inclusion and diversity. We wanted to stay within the Netflix world by going through different "rooms" to different shows, but have Uzo Aduba as our "she-ro" who could speak directly to the audience, drawing people into a conversation about making room for a diverse world of characters, stories, and voices.

Building on awards show energy, (and with no paid media budget) we targeted social media for a wide audience, building organic conversation between industries, viewers and artists.This had to happen & build organically, and hit the right notes (not self-aggrandizing) but as an honest invitation to discuss how diversity is not only a social issue, but also a creative one.

We created a :60 and launched the week after the Oscars on all Netflix social channels, as well as the personal instagrams of Netflix actors, directors and others in the film industry.

Make Room was the most successful brand campaign to-date from an earned media perspective.The performance on social was strong (9.5M total owned organic impressions, 2.5 million the first day, and 7k tweets with Make Room and Netflix)with significant press coverage both foreign and on AdAge, AdWeek (spot of the day), Oprah.com, Muse, and others.