VSCO launched the Make it Anyway brand awareness campaign in May 2019. In partnership with AKQA London, my team was tasked with developing a campaign concept and creative strategy for a yearlong rollout across owned and paid media channels, including partnerships with publications such as Hypebeast and Vice.
As lead copywriter, I led narrative development for the campaign, relying on consumer insights to craft a message that positioned VSCO as an ally within the global creative community.
The narrative, shown below, informed everything from campaign language, to art direction, to the creative talent we chose to work with. Driven by humility, empathy, and vulnerability, Make it Anyway was a call for people to honor works in progress and to just keep making — anywhere, anyhow, any way they can.
Narrative
This is a story about the defiant impulse to create. A magnetic pull from within. A world that stops. A noise that quiets. A weight that lifts.
This is a story about you and your beautiful madness. Your imperfection. Your uncertainty. Your unfinished work.
You might share it. Or keep it to yourself. They might love it. Or misunderstand. What if?
