Hidden Figures

Hidden Figures had a perception problem: it risked being seen as a history lesson instead of a story. So the campaign set out to reframe it. Not as something educational, but as something alive, creative, and kinetic.

With limited footage to work with, I leaned into one of the film’s most distinctive visuals: the chalkboard equations.

We built a series of lyric videos where those equations came to life – transforming into illustrations, then into lyrics, then back again – all moving in rhythm with the music.

From there, we extended the visual language across the campaign, creating character pieces inspired by the design and culture of the era, from political poster styles to children’s science textbooks.

The campaign reframed the film’s subject matter, showing that the story wasn’t just about math, but about imagination, creativity, and momentum.