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    Crayola, Dentsu Creative, dentsu X, Directors Aqsa Altaf and John X Carey Capture “Creative Acts of Color”

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    Crayola’s, “Creative Acts of Color” is a vibrant, year-long initiative developed in partnership with Dentsu Creative and dentsu X, marking the second year of its advocacy platform, Campaign for Creativity.

    Inspired by a heartfelt artwork titled, “Colors of Emotion,” by nine-year-old Caydence from Texas, the campaign encouraged people of all ages globally to choose a color from her drawing, express themselves through any creative medium and share to be a part of a collective movement–be it art, music, dance, writing, cooking, or beyond.

    And that they did. Individuals from around the world were touched by the piece, with over 70+ creations from six-plus countries tagging Crayola’s social channels with #StayCreative. But it didn’t stop there.

    To tie the global creativity experiment together Crayola took the art received back to where it all began in Smithville, TX. There, Caydence–as chronicled in this film–was surprised with the impact that her creativity had on the world.

    Backed by proprietary research showing that color significantly sparks creativity and evokes emotion, the campaign aims to reframe creativity as a vital life skill.

    Ultimately, Creative Acts of Color is a call to action to recognize and nurture creativity in everyone, reinforcing Crayola’s mission to inspire lifelong growth through self-expression.

    The campaign is a true sign of the power of integration, with dentsu X and Dentsu Creative co-collaborating on the campaign strategy to utilize best in class media and messaging practices that amplify Crayola’s message and reach audiences at scale.

    Directed by Aqsa Altaf and John X Carey via production company Hummingbird, the film will run across YouTube, TikTok and Instagram paid channels and Crayola’s owned channels.

    Credits

    Client Crayola Agency Dentsu Creative Ryan Paulson, chief creative officer; Brian Eden, executive creative director; Allison Miller, Kelly Jenkins, group creative directors; Annie Blasberg, associate art director; Hannah Levin, associate copywriter; Ed Zazzera, EVP, integrated production; Todd Scheifele, executive producer; Ashley Bruce, SVP, strategy; Alyssa Fea, sr. strategist. dentsu X Megan Bah, VP; Jason Sanchez, associate director; Julia Hartwig, manager; Marina Freitag, associate. Production Company Hummingbird Aqsa Altaf, John X Carey, directors; Olivia Berlin, managing partner/exec producer; Ava Yazdani, producer; Guido Raimondo, DP. Postproduction Optimus Angelo Valencia, editor; Samantha Dunlap, Carly Bickett, assistant editors; Zach Scheitlin, audio engineer; Ryan Wood, conform; Joanna Wood, exec producer; Helen Diep, assistant producer. Color Company 3 Kath Raisch, colorist; Jake Rioux, producer. Music Aaron Mercer, co-president, PMG. Heavy Duty, Score a Score, Marmoset. Consultant Gail Jeffee Cohen, EVP, sr. consultant. Photography Madison Dee, Cesar Enriquez.

    Media Type:Film: Short
    Video Tags:Dentsu Creativedentsu XHummingbird



    The Best Work You May Never See: Brendan Gibbons and Aaron Rosenbloom Direct PSA For Phone-Free Schools Movement

    Wednesday, August 27, 2025

    Director Brendan Gibbons and producer Aaron Rosenbloom have teamed up to write and direct this PSA for Phone-Free Schools Movement, produced by Station Film. The black-and-white film is stark and dramatic, featuring children ranging in age from 6 to 13 who are on the brink of getting their first smartphones. The spot uses conditional logic – i.e., if “this,” then “that” – with the kids stating upfront, “If you give me a smartphone...” then sees them round out their thoughts with frank, unsettling responses about what can happen when you rely too much on technology, especially at an early age.

    Phone-Free Schools Movement is a nonprofit organization rooted in one simple, powerful belief: Kids deserve a school day that protects their well-being. Its mission is to help K–12 schools create and implement bell-to-bell phone-free environments where students can focus, connect and grow--without the constant pull of phones and social media.

    “We’ve seen the impact phones are having on students’ focus, connection and mental health--and we’ve lived the heartbreak that happens when no one steps in,” said Sabine Polak, co-founder of Phone-Free Schools Movement and a mother of three. “These personal experiences quickly opened our eyes to something bigger: This isn’t just happening in one school. It’s everywhere. And schools have the power to make a real difference.”

    New York State plans to implement restrictions on cell phone use in schools K-12 for the 2025-2026 school year. Other states that will ban or restrict cell phone use for the upcoming school year include Alabama, Florida, Georgia, Indiana, Iowa, Kentucky, Louisiana, Nebraska, Nevada, North Dakota, Oklahoma, South Carolina, Tennessee, Texas, Utah, Virginia and... Read More

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