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.
Lead creative agency, Concept, Art Direction, Print, Film, Exhibit
Watermark Retirement Communities
Cannes Lions Shortlist
NY Festivals - Brave Client Award
New York Times
The Guardian, The New Yorker, Time Out, CBS, ABC News, Fox 5, Cool Hunting, AdWeek
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.
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.
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.
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.