top of page

First Frame

To promote Neutrogena’s DEI initiatives and grow the brand’s connection to Gen Z consumers, Passion Point conceived and created the First Frame Program, partnering with Ghetto Film School to support diverse stories.

Untitled design.png

Watch full films

Campaign Highlights

  • PPC oversaw development and production of two short films by two emerging BIPOC Gen Z filmmakers. 

  • The films, including a virtual premiere, and supplementary content amassed over 1.5 million views.

  • PPC integrated Neutrogena's brand ambassadors and music/film stars Chloe x Halle as creative mentors for the films.

  • Through our educational outreach 35K middle/high school students at 837 schools viewed the films and engaged with the custom curriculum. 93% of teachers said the films helped students reflect on skin equity. 89% of students said the program helped them think differently about diversity and identity.

  • The films were official selections at  24 international film festivals including The American Pavilion Emerging Filmmakers Showcase at the Cannes Film Festival and The Pan African Film Festival.

  • The films premiered via  a virtual Roundtable event hosted by Chloe x Halle, in partnership with the Ghetto Film School and Women in Film.

  • The Films Featured in 51 articles via key media publications, including Seventeen, Variety, PopSugar, Cosmopolitan, E! Online, and more.

  • The films won a Gold Telly Award for Social Impact, a Muse Award for DEI Content and an Anthem Award for Awareness.

  • The films were recipients of 4 additional festival awards at the Harlem and Nevada Women's Film Festivals.

By The Numbers

1.4 M views

on YouTube

606+ M

Total Media Impressions

51 Key Media Publications

bottom of page