Glass Ceiling Breaker

About the Work Our client, Chief, is a private network focused on connecting and supporting women leaders. Their members “are rising leaders making decisions today and influencing change tomorrow”. For this campaign, we also brought in a second partner, The National Women’s History Museum, an organization that "researches, collects and exhibits the contributions of women to the social, cultural, economic and political life of our nation in a context of world history." The brief was to commemorate Kamala Harris’ achievement in becoming the first woman, the first Black American, and the first Asian American to hold the position of Vice President The execution was in three main parts, all completed over a rapid 6-week production timeline. The first was the art-piece itself, a 6’ x 6’ portrait of Kamala Harris, made by hammering broken glass. The second asset was an AR filter that lets users scan a custom QR code (designed to look like Kamala) to reveal facts (mapped onto the portrait) about Kamala’s journey. This was all done through Spark AR. Lastly, we accompanied the piece with a teaser film that told the story of past and present glass ceiling breakers that paved the way. This installation was placed on the Washington Mall, just feet away from where Martin Luther King delivered his ‘I have a dream” speech, as a powerful symbol and message to future generations. That message? As Kamala said, “While I may be the first woman in this office, I will not be the last.” Our objective was to create something so talkable that it would reach not only liberal and coastal communities but the entire political spectrum. The striking visual, meaningful location and AR experience combined to create an unmissable moment, capturing the hearts of the world’s media and the masses, without the support of paid media.