SS&K for Fusion: As American As Campaign
Client: Fusion Television with SS&K
Campaign: “As American As”
Location: New York City
Director / Photographer: Gillian Laub
Fusion cable television and satellite news channel’s primary audience is a diverse group of English speaking millennials. In 2016 Fusion’s agency, SS&K approached the Verbatim team to help with their next campaign which aimed to show how diverse America really is. Documentary filmmaker and photographer, Gillian Laub was awarded the project. Fusion’s tagline, “As American As” aimed to shine an authentic light on the diversity of the US population and the follow up effort, “Calling All Voices” was to get everyone to talk about it. Fusion wanted real people in real situations for the campaign and they were drawn to Gillian’s profound portraits and seasoned track record exposing racial issues as an award-winning documentary filmmaker.