Amnesty International

Commercial concept pitch developed to support Amnesty International’s efforts for refugees.

This commercial concept is designed to utilize the viewer’s existing frustrations about human rights violations and injustices around the world. It then associates relief through Amnesty International’s campaign for justice and equality.

Using a series of abstractly representational visuals, this commercial’s narrative will illicit participation in Amnesty’s goal of restoration of humanity through advocacy, solidarity, and support. The sketch-illustrative style allows for fluid movement from injustices to restoration, guiding this short story to its restorative conclusion with the lighting candle of Amnesty’s logo, changing the background from black to yellow.

Viewers will identify the color and typography with existing Amnesty branding and the narrative resolution will combat indifference and apathy for their fellow humans, generating participation from this valuable group in Amnesty’s mission.