An electronic building-block toy company wanted to inspire girls to become engineers.
Innovation: Psychology experiments show that people use grammar as a cue to figure out how they view themselves. Research on “Noun labels” shows that people think “I am a builder” implies fundamental dispositional qualities, whereas action verbs like “I often build” display transient qualities. So we wrote a piece that starts with action verbs and ends with noun labels to enable our young female audience to see themselves with a science-focused identity.
Role: Creative Director, cinematographer.