A meaningful collaboration with JOAN Creative London, this PSA for anti-cyber bully organization Cybersmile was directed by Emmy-nominated Chromista director Eliza McNitt. The campaign aims to raise awareness of online harassment and spark a conversation about finding kinder ways to address problematic behavior online.

Drawing parallels with the Salem Witch Trials, which began 332 years ago this month, the film concludes with the central message that “Mob Justice Isn’t New. It Just Got a Tech Upgrade,” directing people to The Cybersmile Foundation website for information on how to engage more productively online.

Deliverables: Cinema campaign and social

Role: Executive Producer

Director: Eliza McNitt

Director of Photography: Minka Farthing-Kohl