The Challenge: Can people change? That's the question we had to sit with when Life After Hate asked us to create a series of videos. LAH is an organization founded by former extremists helping others escape a violent and unsustainable lifestyle. The creative challenge was enormous: how do you make content for an organization that works in such dark, uncomfortable spaces be compelling with such vile source material?

Our Approach: After listening to research, psychology, and personal stories from LAH, we devised a visual style and language that had to resemble the type of propaganda that far-right extremists create to provoke a reaction, while then flipping the script to show a way out. In today's social media driven landscape where it's often easier to judge and punish a person for being their worst, the videos had to find empathy no matter how hard that might be.

The Result: A series that met the audience where they are and showed that there's a path to a more positive place. Life After Hate is doing essential work, and these videos gave that work a visual language that could reach the people who need a way out, and anyone who wants to support this really important work.