#DOYOUROWNTHING

The iD brand was borne out of listening to consumers and understanding their frustrations and needs, thus creating a network that is as individual as the person. This sense of uniqueness is what celebrated through the platform of “#DOYOUROWNTHING”.

(Footnote: I copy and pasted the above from a press release. I know. Lazy copywriting. Sorry).

We spent time with individuals who define themselves through different ways. The Philedelphia Riding Club - young men that ride and tend to horses in the ghetto to avoid a life of crime. Poetic Pilgrimage - a female Muslim hip hop duo who make music despite the pressures of the Muslim community.  Gary Stocker -  the Human Cannonball, who left the life of a high flying city lawyer to join the circus. And Lee Hoy, the blind boxer who fights able bodied fighters despite his disability. Each month we focused on a different subject with online content being produced each week.

Below are sample films from each mini campaign.