Moms Rising: The Evolution of Mom Dance!Case Studies
MomsRising.org wanted a fun interactive e-card to send to their one million members for Mother’s Day 2013. So ART NOT WAR created “The Evolution of Mom Dance!” Riffing on a viral meme that had been recently turbocharged on Late Night With Jimmy Fallon in a skit featuring Michelle Obama. “Evolution” features a diverse cast of mothers and their adorably cute kids performing the various “dances” they practice every day. Each dance humorously refers to an issue important to the Moms Rising membership—“No Sleep ‘Til Kindergarten,” “The Fair Pay Fandango,” and “Break the Glass Ceiling,” just to name a few. ART NOT WAR did all producing. casting, choreography, art direction, shooting, editing, and even composed original music to save the client money on expensive licensing. We also designed the e-card for interactivity, so the million-plus moms who received it saw their names featured in title cards of dances in the video.