The Courageous Class

A brand platform to celebrate those determined individuals who confidently overcome life’s challenges to become the inspiring role models they were meant to be.

“The real power is to empower others… My mission in life is to empower the world.”

— Che “Rhymefest” Smith

Overview

The Courageous Class campaign platform embraced protagonists in their personal stories of resilience, optimism, and ambition. They were brave enough to believe they could make an impact and use their talent and voices to positively contribute to their communities and the world. They didn’t let where they came from or the adversity they have faced define their potential. The Courageous Class believed "The real models are the role models", and our platform gave them the place to tell those stories.

The Campaigns

We created well-rounded and all-encompassing media campaigns to drive awareness around the compelling stories of purpose. Our goal was to ensure that the consumer journey was inspiring and impactful. We brought this to life through a comprehensive mix of traditional, digital and social activations.

Photographers / Directors

Glen Luchford
Boo George

Stylists

Melanie Ward
Clare Richardson
Tiina Laakkonen

Set Design

Gilles Mills
Megan Duran
Gerard Santos