CRAFT: CASTING (2021)
COMMERCIAL WORK (CRAFT: CASTING)
Proud To Be Māori - Te Whānau O Waipareira
|Title of Piece:||Proud To Be Māori|
|Brand:||Te Whānau O Waipareira|
|Production Company:||Motion Sickness|
|Client:||Te Whānau O Waipareira|
Te Whānau O Waipareira work alongside urban Māori to create positive life outcomes. Part of this is removing the whakamā (shame) of needing help. ‘Proud To Be Maori’ is an integrated campaign that addresses the hardships Māori face and continue to endure today then flips the narrative to show how asking for support is not a sign of weakness, but rather the essence of collective strength and solidarity. Within a landscape of systemic racism and oppression the campaign was designed to empower the urban Māori community Waipareira serve and advocate for.