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IGTWVMstudio@evenodd.studio

America Is An Idea

Lyft

Campaign

Films

Photography

Editorial Website

Impact

A timely and provocative storytelling campaign about immigrant communities under threat in America.

Lyft asked Even/Odd to help them take a stand in support of their immigrant drivers. We found stories that captured the immigrant perspective across America—and created a multi-platform campaign featuring 11 films, 13 photo stories, and an editorial website.

To ensure the nuance of the immigrant experience was preserved in the storytelling, over 80% of the project team were immigrants and/or first-generation Americans from backgrounds affected by Trump administration policies.

Films

America, As In Us

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Five vignettes about the immigrant fabric across America, and its resilience in the face of Trump administration policies.

Bad Hombre

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Twenty-One. That was the age Wilson "Punch" Pena thought he’d be when he’d die in the streets of Los Angeles, like many of his closest friends. Now in his 40s, Punch reflects on a life of tragedy, struggle, and redemption—while reminding us that lowriders are as American as apple pie.

Additional Films

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Photography

Editorial Website

We expanded the stories to create a “digital magazine” featuring long-form writing and investigative journalism. We partnered with Hello Monday on design and build.

→ Visit the website.

Impact

The campaign launched on the 4th of July with a New York Times website takeover and NYT Magazine spread.

  • 35 million impressions, 3 million+ content engagements in 2 weeks
  • 100k+ rides donated, $4 million to ACLU through the LyftUp program
  • Earned media in The Guardian, ABC News, Ad Age, and more

What We Did

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Content Strategy, Creative Direction, Casting, Production, Post-Production, Photography, Copywriting

Recognition

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Awards: Webby Award, Vimeo Best of the Year Nominee, Creative Circle Award (Gold), Awwward Site of the Day, FWA Site of the Day

Press: The Guardian, Ad Age, Muse by Clio, Shots


Credits

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Creative Studio + Production Company: Even/Odd
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Campaign Director for Film and Photography: Mohammad Gorjestani, Executive Producers: Malcolm Pullinger, Mohammad Gorjestani, Executive Producer for Content: Kacey Hart, Line Producers: Heron Bourke, Veronica Leon, Simran Mahal, David Feld, Andrew Scrivner, Rachel Barth, Film Directors: Mohammad Gorjestani, Andrew Batista, Haya Waseem, Tim Hussin, Erin Brethauer, Directors of Photography: Allison Anderson, Logan Triplett, Mika Altskan, Justin Kane, Editors: Ashley Rodholm, Olivia Merrion, Matt Sklar, Omri Shir, Color: Jenny Montgomery (Company 3), Sound Design + Mix: Joaby Deal (One Union), Chris Konovaliv (Audiolux), Photographers: Anumeha, Ike Edeani, Widline Cadet, Chris Gregory, Jeff Mercado, Leban Mahmoud, Head of Copy: Sean Conroy, Writers: Safy-Hallan Farah, Rudy Mondragón, Rachel Barth
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Website Design + Development: Hello Monday

Client: Lyft  

CMO: Joy Howard, ECD: Tim Roan, Creative Directors: Shachar Aylon, Joey Manin, Lead Producer: Ellen Black


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