SEVEN, I AM
Seven lies. Seven answers.
THE ONE
One person being told the wrong story about themselves — and scrolling past the answer.
Research surfaced the lies loudest in this moment: I’m not enough. I don’t belong. I’m alone. There’s no hope. Seven times in John’s Gospel, Jesus answers each one.
What we made.
Seven lies. Seven answers. One voice. A social and YouTube series campaign built around seven films — one for each I AM statement of Jesus — plus behind-the-scenes footage of the artist at work and a long-form interview, all wrapped in an identity system that carried from a phone screen to a wall.
- Narrative and campaign strategy
- Identity system and brand kit
- Seven films, one per I AM statement
- Documentary footage of the artist
- Long-form artist interview
- Social and YouTube series rollout
- Out-of-home: murals, transit, airport
- Campaign site and merch
THE CAMPAIGN, IN THE WILD
One system, every surface.
Promotional stills from the campaign rollout — the same seven marks and one voice, from a phone screen to a wall.
THE PROBLEM
Seven answers nobody was hearing.
The I AM statements are some of the most direct things Jesus ever said about identity, and they were sitting in a book nobody in this audience was opening. The answers existed. The distribution didn’t.
So we built the campaign where that person already was: a feed and a YouTube subscription. Seven short films, one per statement, released as a series — each one naming a lie out loud and answering it.
WHAT WE BUILT
A series, not a one-off launch.
Seven films, one statement each
Each film takes one I AM statement and the lie it answers, cut short and vertical for social with a long edit for YouTube.
The artist, at work
We captured footage of the artist making the work — hands, paint, process — which became the visual spine of the series and the promo stills.
The interview
A long-form sit-down with the artist, released as the series anchor and cut into clips that fed the weekly rollout.
One system, every surface
Identity, type, and the seven-mark set carried from mobile to merch to murals, transit, and airport placements.
What happened.
- 7
- Films, one per I AM statement
- 1 voice
- Across film, social, YouTube, OOH, and web
- 1 system
- Handed off for ongoing use