MTV x Color Of Change was a powerful collaboration that leveraged MTV’s platform to amplify the fight for racial justice, focusing on pivotal moments such as the shooting of Jacob Blake and the unjust killing of Breonna Taylor to call for urgent police reform. The campaign’s standout creative was a gripping commercial aired during the 2020 MTV VMAs, which told Jacob Blake’s story through raw, impactful visuals and narration — humanizing him and urging viewers to take action by texting “JAKE” to demand justice.

Beyond the commercial, the campaign featured social media activations and artist partnerships that elevated voices confronting systemic racism and police brutality. By combining MTV’s cultural influence with Color Of Change’s activism, the campaign educated audiences, heightened awareness, and pushed for accountability and systemic change.

CREDIT: SVP Creative: Deva Newman VP, Creative: Sharita Petersen Creative Directors: Madge George & Justin Freidus Writer/Producer: Cam Ly Sound Design / Mix: Fred Kim

AWARDS: GEMA / Promax North American Awards - GOLD Sound Design (2021) - SILVER Social Campaign For Good (2021) - BRONZE Copywriting (2021)