Not Another Second

Award-winning campaign, augmented reality photo exhibit and documentary film

celebrating LGBT+ seniors and the collective years they have lost not being their true selves. 

Service

Lead creative agency, Concept, Art Direction, Print, Film, Exhibit

Client

Watermark Retirement Communities

Awards

Cannes Lions Shortlist

NY Festivals - Brave Client Award

Press

New York Times

The Guardian, The New Yorker, Time Out, CBS, ABC News, Fox 5, Cool Hunting, AdWeek

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CHALLENGE:

Over 50% of LGBT+ older adults face senior housing discrimination. Watermark is the first retirement community in the US to earn a Platinum accreditation in caring for LGBT+ seniors, after a company-wide training with non-profit SAGE.

SOLUTION:

No Another Second is project that celebrates LGBT+ seniors, highlighting the years they lost not being their true self, making their stories known and their voices heard. We transformed a retirement community into an Augmented Reality exhibition, showcasing their stories through photography, documentary film, website, billboards, and a limited edition book sold to support LGBTQ+ youth. 

RESULTS:

The exhibit sold out within days and was extended for 2 extra months by popular demand, before traveling the country. The stories made national and International news including The New York Times, The Guardian, NBC or CBS News, with a total of 2,8 Billion media impressions and a $26 Million ad value. 


 

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Augmented Reality

 

Exhibit visitors used a custom AR app that brought the static images to life by playing video stories of the featured participants, alongside background information and BTS content.