META ELEVATE
What we dID
Meta Elevate is a digital community and learning platform created to accelerate the growth of entities of color through free workshops, 1-on-1 support, and digital skills training. In honor of Black History Month, we created a social-driven docu-series and additional content about how Black entrepreneurs in Inglewood are giving back to their community and combating the negative effects of gentrification. This series also coincided with the SuperBowl being held in Inglewood– a topic on which our protagonists offered nuanced perspectives that explored the pros and cons of such large events in small, low-income areas.
Creative Concepting
Casting
Video & Photo Production
Social Media
CREATIVE CONCEPTING
We expanded our “Making It Happen” series, where Elevate highlights Black and Hispanic & Latinx small business owners, to focus on the communal aspect of conducting business in a culturally relevant, yet underserved area. This content chronicled what happens when individuals elevate their communities by activating them, unlocking limitless potential through otherwise unavailable services and resources.
PHOTO & VIDEO PRODUCTION
Shot on location, each video and image was intended to help you get to know the protagonists, their personal mission, and their brand ethos. The mix of interview footage and b-roll was given a warm color treatment to convey the positive attitudes and bright outlook on the future of an area often overshadowed by a negative reputation in mainstream media.
The hero video, titled “The Big Give Back,” introduced each of them and how they’re using their businesses and nonprofit organizations to pour into their community. Individual segments were also created and featured leading by serving and the cultural impact of Inglewood; diversifying the craft beer space to illustrate the importance of collaboration in entrepreneurship, and the importance of engaging the community where these businesses are located.
Featured entrepreneurs included:
Ajay Relan - Leading by Serving
Co-Founder of Hilltop Coffee & Kitchen
75%
of staff hired locally
70,000
meals served to frontline workers
Founder of #HashtagLunchbag
1,000,000
lunches distributed to homeless people across 150+ cities globally
Beny Ashburn and Teo Hunter- Collaboration in Entrepreneurship
Co-founders of Crowns & Hops Brewing Co
1st
Black-owned beer brand served at the SuperBowl
Co-founders of 8 Trill Pils (grant program)
$100,000
granted to Black-owned craft beer businesses
Amanda-Jane Thomas and Shanita Nicholas - Engaging with Community
Co-founders of Sip & Sonder
Use the space to host community events and initiatives
Co-founders of Sonder Impact (nonprofit affiliate)
Philanthropic programming to support the community in entrepreneurship, education, and general well-being
SOCIAL MEDIA
In addition to video content, static and text-based imagery was posted in order to engage the audience in conversation not only about gentrification in Inglewood, but also about the ways in which they can get involved in uplifting their own cities facing similar circumstances.
