The idea was to create a message that would inspire young people to channel their energy in constructive, creative ways instead of falling into the trap of youth violence. Being preachy is the last thing you want to do with a youth audience, so we hooked up with Russell Ferguson, winner of So You Think You Can Dance, to help us show a great, real-life example our target audience could relate to and respect. Krump dancing is hard, by the way. Believe us, we tried it.
Client: Boston Public Health