HarperCollins + Punching the Air



We were honored to partner with HarperCollins to tell the moving story behind Punching the Air, a collaboration between Yusef Salaam of the Exonerated 5 and award-winning author Ibi Zoboi.

To promote the launch of Punching the Air, we created a content campaign for the novel that included a mini-doc for their EpicReads platform on social and a :30 teaser which premiered on Hulu.

Our team coordinated a remote interview with Ibi at her home in New Jersey and a small in-person shoot with Yusef in Atlanta to film all the elements needed to produce the long-form documentary safely and responsibly. We cast a young actor to portray the protagonist of the novel, Amal, for an emotional performance that elevated both content pieces. We also designed custom animation to help bring the words of the book to life on screen.


DIRECTOR: Chris Hamilton
SHOOT LOCATION: Atlanta / New Jersey
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