"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.
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