Not Another Second is an award-winning cause marketing campaign for Watermark Retirement Communities, the first senior living community in the U.S. to earn Platinum accreditation in LGBT+ senior care by SAGE.

As lead creative agency, we helped transform that commitment into a powerful social impact platform celebrating LGBT+ seniors and the collective years they lost not being able to live as their true selves.

We developed the concept, art direction, print, film, website, billboards, limited-edition book, and an augmented reality photo exhibition that brought each portrait to life through documentary-style video stories and personal histories.

The exhibit sold out within days, was extended for two months, and earned international press from The New York Times, The Guardian, The New Yorker, CBS, ABC News, Fox 5, Time Out, Cool Hunting, and Adweek, generating 2.8 billion media impressions and $26 million in ad value. The campaign was shortlisted at Cannes Lions and won the New York Festivals Brave Client Award.