"Make Room" is an idea long overdue. We talk about diversity and representation not only in terms of equity and social justice, but also to fight for diversity for creative reasons so that new stories and new voices can be seen and heard. In making room itself, Netflix has modeled how diversity can trail-blaze new talent, engaging actors, and brilliant stories. Uzo Aduba (from Orange is the New Black) serves as our guide and "she-ro", leading us through the rooms and shows that have opened new opportunities and created new spaces for women and people of color, LGBTQ, and 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 "shero" who could speak directly to the audience, drawing people in to a conversation about making room for a diverse world of characters, stories, and voices.

Building on awards show energy, we targeted social media for a wide audience, building conversation betwixt 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 a creative one as well. By starting the conversation after the Oscars, we could celebrate the wins as well as keep talking about the future.

We created a :60 and launched the week after the 2019 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 (9.5 million 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.