SBBC

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the ask

This inclusive marketing campaign celebrates the entrepreneurial spirit of BC small business owners while recognizing that many entrepreneurs face unfair barriers. Business is personal.

what does an inclusive production look like?

Underrepresented entrepreneurs want deep, fulsome, nuanced stories - not just superficial representations of diversity, idealistic stories of positives or perseverance and trauma-centered narratives. To involve the perspectives of those with lived experience from the strategy to the creative process is key to authentic storytelling and to avoid tokenization or relying on one person to speak on behalf of a dimension of identity.

the cast and crew

AndHumanity sought incredible talent and specific lenses relevant to the communities the video addresses to craft the messaging.

The Cast: Clavia, founder of Up Pet. She self-identifies as a woman, Latina, immigrant and entrepreneur. We told her real story of entrepreneurship in BC and how language was a major barrier to thriving.

The Crew: A team of creatives and consultants with lived experience was handpicked to amplify Clavia's story. Production credits: Bruna ArbexAntonia Ramirez Adhel Arop,So Young Park (colorist), Rashi Sethi (gaffer), Nancy Yan (sound mixer), Vitor Amado (sound designer).

Consultants: Archana Singhania, Julia Falci, Obianuju Obi

team

Carolina Lara & Mark Lee - Creative Direction
Julia Prezotto - Production
Ness Murby & Sydney McNeill - Brand Strategy
Iffat Sana Khaliq - Ally Management

Agency: AndHumanity / My Loud Speaker

Let's connect

Let's Connect

Vancouver BC

carollarac@gmail.com