Unilever
United We Stand 2024 “Threads Together”
A community-led storytelling campaign for Unilever’s United We Stand platform, centered on Indigenous craft, identity, and shared experience.
Role
Creative Director
Led the visual direction and storytelling approach across film and content.
Worked closely with cultural consultants, partners, and community voices to ensure everything felt accurate and respectful.
Insight
A lot of brand storytelling in this space feels broad or generic.
This needed to feel specific, grounded, and real to the people it represents.
Challenge
Tell a meaningful story rooted in Indigenous culture without flattening it into a brand message.
Make something that could scale, while still feeling personal and respectful.
Approach
We kept the focus on the community.
The story was built around a beading circle, using it as a way to talk about connection, memory, and shared experience.
Visually, everything was designed to feel natural and intimate, focusing on real moments instead of over-produced content.
Impact
4.2M+ organic impressions
14.1% engagement rate
+22% positive sentiment lift
Won Best Cause-Led Campaign (Global Influencer Marketing Awards)
United We Stand is a platform by Unilever and RanaVerse focused on amplifying underserved LGBTQIA+ communities.
In 2024, we created Threads Together with Freedom Oklahoma and Kelly Mantle, a documentary-style film centered on Indigi-queer voices and community storytelling.
The work led to increased funding support and 5M+ organic impressions, and won Best Cause-Led Campaign at the Global Influencer Marketing Awards.
Execution
Storytelling System
Community & Voice
Craft & detail
