"Boston Accent" Campaign
Proverb x Black Math​​​​​​​
It’s not often you get to do a phase two and work with the same incredible crew (rhyme intended). We partnered up with Proverb and the City of Boston to extend the All Inclusive Boston campaign—this time, focusing on a broadcast spot that explored what it means to have a Boston accent (beyond being wicked smahht & pahhhking cahhhs).
To bring our script to life, we teamed up with the unbelievable change-makers and earth-shakers who are reimagining and reshaping what it means to have a Boston accent. From author/activist Ibram X. Kendi to Boston’s first BIPOC + queer-led skate crew LonelyBones, we put the people—and their “accents”—at the forefront of the ad in order to encourage residents and future tourists to share their own.

Campaign Video

Original Photography
Our crew of mostly Boston-dwellers helped push the vision in front of and behind the camera—driving the authenticity and inclusivity we set out to capture. Beyond just the ad spot, our photographer Harry Scales (also a partner in our first campaign) captured portraits of all those featured in the video.


Behind the Scenes


Client: Proverb

Creative Direction: Louie Jannetty
Art Direction: Louie Jannetty, Adabelle Tan, Aishwarya Sadasivan
Producer: Kate Nolan
Storyboards: Adabelle Tan, Kory Demers, Celia Hsu, Aishwarya Sadasivan (Support)
2D Animation: Celia Hsu
Editor: Noah Canavan
Music/SFX: Kevin Laba

Director: Heather McGrath
Director of Photography: Johnny Komar
Line Producer: Nickey Georgallas
Production Coordinator: Cheyenne Capri
Photography: Harry Scales
Gaffer: Fletcher Burns
Grip: Edmund Dondero, Josiah Bedrosian

Produced by Black Math
Executive Team: Jeremy Sahlman (ECD), Evan Fellers (CEO), Alexandra Williams (EP, Boston), Stephanie Rabins (EP, New York)
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