Calgary Youth Justice Society
The Calgary Youth Justice Society’s #StrongNotWrong campaign headed by Evans Hunt was conceived to bring more attention to the important work done by CYJS. Our role was to produce and direct this powerful, emotional film as the video component to the campaign.
+ Art Direction
+ You Rock Award
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When we look at organizations that we want to collaborate with on film production projects, we analyze the impact of what they do to the community. Calgary Youth Justice Society and In The Lead are two of those that impact communities like no other. We were extremely excited to bring out their story to film, and help promote what they do for young people facing challenges.
Our first step was to get on the same page as Evans Hunt and the theme of their campaign, #StrongNotWrong. In essence it means seeing the strength in people and not what’s wrong in them. Looking past what we perceive to what’s actually there. We knew the production would take on a very emotional tone – learning about Coral, Sebastian, and Carly-Anna and what they went through to get to the place they are now was no less than miraculous – and CYJS was the fire that got them there. We spent hours with each of the students and you see that on the screen.
It’s one of our most emotional and powerful productions. We challenge you to sit through this without a dry-eye and the yearning to act.
“When I learn about someone’s story, I can’t take it at face value. In every story there is subtext and nuance, there’s always a moment when something tilted the wrong way. Yet along that journey to discovery you go through each layer piece by piece until you see what really lies beneath. In the case of CYJS – we got to the heart and soul of what is strong.”
Mood & Inspiration.
Agency: Evans Hunt | Production Company: MEDIAPOP | Creative Director: Geoff McKenzie | Director: Ryan Northcott | Producer: Eric Giesbrecht | Producer: Ryan Northcott | Editor: Ryan Northcott | Special Thanks: Jennifer Barrol, Tara Fleming, Mandy Balak at Branded Magazine