Society Nine: One Step

This project was created in late 2019 / early 2020 Society Nine – a groundbreaking women’s boxing brand – to promote their innovative crossover boxing shoe that had been in the works for nearly two years.

Furthering Society Nine’s message of gender equality, the production crew was led by an all-female line-up including Alberta Poon, Annie Tonsiengsom, Fran Bittakis and Eva Moss, who ensured the crew was made-up of people often overlooked or underrepresented in the film and advertising world—members of the LGBTQ community, people of color and women in particular.

Our production crew was made up of 90% women and 65% BIPOC and our post production team was 75% WOC and 100% BIPOC. Our creative and post-production team were spread out across North America and are based in Portland, NYC, Chicago, and Toronto. Creative Direction was provided by NYC-based agency, Berlin Cameron, and Creative Directors, Jamie Silverman and Ben Waldeman.

“This project has been so much more than a commercial, it’s about giving marginalized folx opportunities, highlighting small businesses that have been hit hard in this pandemic, and showcasing filmmakers and creatives who are currently out of work and struggling.

Right now, let’s support small businesses where we can! And I hope that when this pandemic is over creative agencies, companies, and the film industry see the importance of diversifying their teams. It’s truly magical, trust me.”

-Alberta Poon, Director, Actual Industries