Hunger affects 1 in 8 Americans yet most of us are blind to the problem. For SXSW, we partnered with Google & Ad Council to explore how audience signals - beyond demographic data - can enable a spark for better, more relevant storytelling.

Driven by data, we created 2 films within a 20k budget. Creating one central concept that depicts the reality of impoverished meals, we tailored the tone and details of the creative executions to speak to each audience. One targeted at a gaming audience and one targeted at outdoor enthusiasts.