Twitter

When a platform becomes a voice.

Twitter has always been where conversations unfold in real time. But there was an opportunity to move beyond hosting those conversations and begin shaping them. The 2018 Oscars presented that moment.

Hollywood was in the middle of a cultural shift. Women were speaking out, demanding visibility, equity, and representation. Much of that dialogue was already happening on Twitter. The question was how the brand could show up in a way that felt meaningful and true.

The Oscars provided a global stage. A moment when the industry reflects on itself. We saw an opportunity to reflect something back.

We created #HereWeAre, Twitter’s first Oscars commercial. It was not a product story. It was a cultural statement. Poet Denice Frohman wrote and performed a piece centered on visibility, resilience, and the power of being seen. We brought together voices including Ava DuVernay, Issa Rae, and Jennifer Brea, women who had been actively shaping the conversation. The work extended beyond the broadcast through a live event and a full-page placement in The New York Times, ensuring the message carried beyond a single moment.

The response was immediate. The film generated over 10 million views within 24 hours and drove widespread media coverage.

More importantly, it shifted perception. Twitter was not just where the conversation happened. It was a platform willing to stand for something when it mattered.