Descendant: Family Tree

Netflix’s Descendant, Family Tree

Client: NETFLIX

Inspired by the Descendant documentary's themes of family lineage and personal identity, we developed a digital campaign that married art and legacy to celebrate the vast diversity and richness of American family lineages. Rooted in the truism that as humans, we are all descendants, we invited artists Laci Jordan, Cristina Martinez and Ashley Uananiau Lukashevsky to create artwork inspired by their personal family trees. The final artwork was then animated and featured a voice-over from each artist that shared their personal perspective on the themes from the film.

our PROJECT SCOPE

In an effort to design an inclusive digital campaign that allowed individuals from all backgrounds to see themselves reflected in Descendant, we carried out the following scope:

• Concept ideation

• Digital content strategy

• Creative asset production

• Partnership strategy 

• Scriptwriting 

“My art is inspired by the often-untold stories of Black and Brown people. That’s why it was so special to create a commissioned work of art inspired by the messages in @Netflix’s new film #Descendant that resonated with me the most: we must keep our family stories alive, stay rooted in our truths and never let anyone erase our past.”

Cristina Martinez, Featured Artist