Proctor & Gamble

What a glance can say without words.

There is a look Black men in America know well. The one in an elevator when someone holds their bag a little tighter. The one in a restaurant when a host seems surprised you have a reservation. The one in your own neighborhood when someone crosses the street.

These moments are brief. Easy to overlook if you have never experienced them. But they accumulate. Over time, they send a message. You do not belong here.

P&G set out to bring those moments into the open. Not through data or explanation, but through storytelling that invites people to feel what is often left unspoken.

Working with my team at Saturday Morning, I led the creative development of The Look. The film centers on everyday scenarios. A father and son at a pool. A man entering a jewelry store. A professional in a boardroom. In each moment, the camera stays with the glance. The assumption. The quiet shift in perception. No dialogue is needed. The meaning is clear.

The film reached over 15 million viewers and was shared widely across major platforms. It earned a Silver Lion at Cannes and coverage from Oprah, The New York Times, Adweek, and CNN.

More importantly, it created space for honest conversation. About bias. About perception. About the everyday moments that shape how we see one another.

Procter & Gamble wanted to do something more than run an ad. They wanted to start a conversation. We partnered with Seen+Noted to bring “The Look” to life, a film and digital experience that puts you inside the lived reality of being a Black man in America.

Each chapter of the film is drawn from something real. Something that happens every day. The website went deeper, connecting the moments in the film to the history that shaped them. Research and storytelling working together, designed to hold your attention and challenge your assumptions.

Working on a project this charged required something of the team before it could ask anything of an audience. We spent real time understanding the history and examining our own blind spots. That internal reckoning wasn’t a detour. It was the work.

See the experience here: https://us.pg.com/talkaboutbias/