Made In America

ROLES: CREATIVE LEADERSHIP, CREATIVE VISION & STRATEGY, CONTENT STRATEGY, PITCH, CREATIVE DIRECTION, CASTING DIRECTION, CAMPAIGN OVERSIGHT.

CHANNELS: FILM, SOCIAL, OUTDOOR, EVENTS, PR, GUIDELINES, WEBSITES, PHOTOGRAPHY, EMAIL, BLOG, INTERNAL COMMS.

We set out to see if the American Dream of equal opportunity to succeed is, in fact, true today. We crossed the country, met a diverse bunch of people, heard their stories, and saw what it takes to make it in America.

During this process, we found an exceptionally incredible story of Cherilyn Yazzie of the Navajo Nation, which we edited into its unique short doc.

I’m featuring this because, yes, it’s beautiful, award-winning, and emotionally resonant—but I chose it for more than that. One of my core goals at GoDaddy was to shift public perception of the brand. Long-form content plays a powerful role in that—it's persuasive because it lets the audience arrive at their own conclusions. And why I thought it was a vital for GoDaddy to add this to their initiatives.

The Results:

  • Official Selection SXSW Film Festival.

  • Winner, Best Short Doc Phoenix Film Festival.

  • Winner, Best Short Doc Snake Alley Film Festival.

  • Winner of The YouTube Breaking Barriers Award.

  • Winner of DigiDay Content Marketing Award.

  • Winner of a Communication Arts Photography Award.

  • Empower with Made In America a finalist in the PR Purpose Awards – Best Proof Authenticity.

  • 24.4K organic views in the first 24 hours.

  • 11M views and counting.

  • 3.6B impressions.

  • Season 3 was the single largest driver of subscribers to the GoDaddy YouTube channel 2021.

  • An average of 72.4 retention rate across all films.

  • A 3.3% click-through rate to site (3X higher than social media and 6.6X better than display).

  • Increased subscribers + positive brand sentiment.

Season 3: Phoenix

In Phoenix, non-whites now make up the majority of the population. We dive into some stories from this ‘majority-minority’ state. PLUS, as we had such an abundance of footage and powerful storytelling, we created a short, Big Water Summer, that went on to be an official selection of SXSW Film Festival.

Season 2: Atlanta

We know that entrepreneurship can help leaven the playing field when it comes to inequality. A Black entrepreneur statistically has 12 times the wealth of a Black non-entrepreneur. In light of the BLM movement, we were proud to show up in Atlanta and share these stories – Rise Up Atlanta

Season 1: Memphis

We began the Made In America series in the iconic US city of Memphis. Entrepreneur-In-Residence Scott Shigeoka is crossing the U.S. to meet entrepreneurs from under-served communities who are beating the odds stacked against them.

For every series we held a friends and family screening event.