The seven minute film wasn’t an advertisement. There was no product or service to sell and no public service message trying to drive awareness. It was merely a story, like any film. Told to engage its viewers and make them feel something. Which is perhaps why Hulu agreed to stream it on its platform, along with its countless other choices for entertainment.

Love Has No Labels (LHNL) is a well known campaign, having spent the last seven years confronting bias in America. But, in 2022, after a pandemic and a racial reckoning that penetrated the very soul of the country, the US needed a campaign that went beyond awareness, and instead, amplified action against discrimination. The objective was not to deradicalize racists, but to speak to the ‘moveable middle’ - Americans who believe inequality, racism and discrimination exists and are wrong, but don’t know how to act, or simply don’t feel personally compelled to act against it.

In an America so fiercely divided by the facts, versus alternative facts, inspiring everyday people to take action against systemic racism is hard, especially for those who don’t see it as their fight. This everyday audience lies between the extremes, known as the ‘moveable middle’. A group not bound by geography, who are willing to listen to opinions and arguments - even ones that don’t align with their current viewpoint. However, arguments based on facts will not move a group who can’t align on the truth, so we opted to tell a story, because research shows that stories effect and shape our brains more holistically, they tie strangers together, and move us to be more empathic and generous, regardless of political affiliation. So where facts fail, stories soar.

The Gentle Giant is a true story about the love between a brother and sister, who despite meeting later in life, build a powerful bond that ultimately changes their lives and eventually the world. The audience doesn’t know it until it’s revealed at the end, but the brother and sister are George and Bridgett Floyd. The film centers around the relatable, small, everyday moments that conceivably any American has shared. These moments and the reveal were chosen so that before the viewer knew who the film was even about, they could see themselves in it, and once they did, it would be easier to see George Floyd as both a human being and man - and so much more than just one tragic moment in time.

Over the course of a number of months, we worked directly with Bridgett Floyd and The George Floyd Memorial Foundation to craft a film and campaign that was accurate, authentic and empathetic. This included a three hour interview with Bridgett where she recounted her and George’s relationship, her favorite memories and described who he was, a community leader, a brother and a father. The interview transcript became the basis of every scene and line in the script. Bridgett was in the room to approve every step, from casting, location and wardrobe, as well as delivering the VO. Director Andre Muir led the film from a deeply personal place, and was in constant consultation with Bridgett on set and post production. The film captured a timeless aesthetic, made to feel relatable to all ages and locations.

The Gentle Giant is still streaming on Hulu today, and was shared on multiple platforms with a combined audience of 349 million. The campaign garnered 27 million total views on YouTube, supported by $3.7 million in donated media. Since the launch of the film, the LHNL website which houses the resources to take action received 2.4 million visits and 137% increase in engaged users. In a survey conducted by the Ad Council, 76% of the audience responded with action after seeing the film. This same research showed significant shifts in behaviors and attitudes since the film launched with 71% of adults saying they agree that even small actions to show understanding and support can lead to justice and inclusion for others.

Americans are more divided than ever, gridlocked over social issues, race, gender and the economy. The polarizing pressures of partisan media, social media, and even deeply rooted cultural, historical and regional divides are hardly unique to America, but the relatively rigid, two-party electoral system stands apart by collapsing a wide range of legitimate social and political debates into a singular battle line that can make our differences appear even larger than they may actually be. This makes it harder than ever to move the middle as the middle is now smaller than ever.