YOU BELONG HERE
PEPSICO
Brand Film / Anthem
Dir. Jeronimo Villar uribe
THE CHALLENGE
Long-time partner Pepsico asked us to create a piece of media that encouraged employees with disabilities at PepsiCo to come forward and disclose their disabilities.This was essential for the company to develop better spaces and processes so that anyone, regardless of disability, could access whatever they needed to perform their best work.
The real challenge, however, lay in addressing the fact that many individuals with disabilities are hesitant to disclose their status due to fears of alienation or the stigmas associated with disabilities.
THE APPROACH
Together with the PepsiCo team, we conceived the idea of producing a documentary that would present an emotional, human-centric narrative from the perspective of a PepsiCo employee with a disability.
The reason being that this story HAD to be told by someone who embodies what it means to “raise their hand,” and all the good and the bad and the uncomfortable and the beautiful that comes with doing so.We had the profound luck of having that someone be Dustin Maynard, a Supply Chain Planning Associate at the Indianapolis Gatorade plant.
Dustin is deaf…and a force of nature. His story, his personality and his mission were beyond infectious and jumped off the screen.
THE Results
The film premiered at Sundance Brand Storytelling, won industry awards, became the inaugural film for PepsiCo Studios, was part of the efforts of raising self-identification at PepsiCo by 25%, and enjoyed general adoration across the company and beyond.
The most significant and rewarding feedback, however, came from Dustin, his family, and many others living with disabilities who saw their own stories, and the authenticity and realness in the film. Ultimately, it’s authenticity that fosters trust, and trust is the foundation of genuine and lasting connections.
