The most powerful thing you can create is change.

As the nation’s largest racial justice organization, Color of Change is known for generating active campaigns that respond to issues of racial and social injustice in the United States. With each project, Color of Change works to urge major U.S. decision-makers to denounce systems of oppression and to create a more humane and less hostile world for Black Americans. Since 2020, heavy has partnered with Color of Change to develop campaigns and messaging that address issues like gun control, police brutality, corporate greed, and pay inequities. As their trusted partner, heavy has leveraged our expertise to tell compelling stories that educate the public and drive radical change.

With such an expansive platform, Color of Change is often working to address a wide range of topics and subject areas all at once. Each campaign that we develop with their team requires a mindful and strategic approach so that we can be sure our messaging is appealing to the right audiences at the right time. Varying topics also mean that we frequently work with different teams across the organization and have to adapt our creative process to meet these individuals' needs and processes while making sure that everything we produce still aligns with Color of Change’s overarching brand and identity. By crafting compelling videos and animations that engage viewers while cutting through the clutter, we have amplified Color of Change’s messaging—allowing them to further their key mission.

We began by developing a core voice and brand essence that would guide our future projects and provide consistency across each individual campaign. With each story, we leveraged research to build custom narratives that would bring attention to major social and political issues in a relatable, humanistic way — whether with a video campaign that points consumers to Black-owned businesses, brings attention to the detrimental effects of a poor-positioned district attorney, or calls on Twitch to do better in protecting creators of color using their platform. Once our concept and campaign goals are decided, these stories are then paired with individualized techniques like live action video, animations, or a hybrid of the two to generate a range of content that grant each campaign its own unique look and feel while still maintaining the brand’s overarching voice and identity.

Through our partnership, Color of Change has been able to make great strides when it comes to campaign success. After the launch of our Pay the Players campaign, NCAA players became eligible to receive NIL payments. Color of Change was also awarded two Telly’s for our Twitch Do Better campaign.