The Freedom Run

Hillsong
East Coast

Art Director + Designer / New York, NY. — Washington, DC. / 2020

Team: Daniel Brook, James Sullivan, Michell Palafox, Nathaniel Mahadeo, Larry Cerpas, Rafael DaSilva, Khaleeqa Rouse, Kimchean Koy (Illustrator), Bradley Growden, Isaac Levi

Website
Social

In response to civil & racial unrest built up over centuries — Hillsong Church EC organized a regional 3 day 11 person ragnar relay from NYC to DC. This event sought to: raise national awareness for the immediate need for criminal justice reform disproportionately impacting POC, raise funding for Prison Fellowship’s transformative programming & organize individuals around the call to bring freedom & justice for all people.

This multi-platform digital campaign inspired individuals to “run their own race” by taking action by donating & / or sharing relevant statistics that reveal the need for criminal justice reform.

An avant-garde aesthetic was employed in approaching this campaign —begging the question “Why can the need for criminal justice reform not be as relevant as trends seen in brands like Nike, Adidas, etc.?”

The relay team was kitted out with branded gear & custom race bibs while fundraisers and other participants were equipped with social media assets & resources to spread awareness.

A three-part in-depth documentary detailing the planning and execution of this race / campaign will air on Youtube.