Phenomenal Woman Action Campaign was founded by Meena Harris on a simple idea. In 2016, following the presidential election, Phenomenal Woman CEO and political activist, Meena Harris was feeling desperate and helpless with the state of society and what the new elections would mean for women and people of color. Her anger and fear inspired her to ask the question “what can I, as an individual, do in this moment of darkness?”. Out of the question blossomed an idea. That same year, when Harris couldn’t attend the Women’s March because she had an infant, she created the iconic “Phenomenal Woman” t-shirts for her friends to sport at the march as a way of honoring the incredible feats of women who came before and paved way for a historic movement like the Women’s March. The shirt became a symbol of movement, progress, and later blossomed into a business plan.

At the root of the brand is the idea that anybody who has the desire to create social change can take action by buying and wearing the shirt. One-hundred percent of net proceeds at Phenomenal Woman go to female-owned organizations creating positive social change. The brand embodies civic engagement. Phenomenal Woman Action Campaign provides an opportunity to create change through nonprofit donations and promotes social awareness through dialogue.

For this project, my research revealed that Phenomenal Woman had little to no advert, especially material that highlights the unique qualities of the brand and makes an emotional connection to its audience. In response, I created a promotional motion piece that centers the brand's purpose before the brand's product to capture the power of Phenomenal Woman. The result is a narrative about a young woman who struggles to keep her head above water as she is bombarded by realities like the gender wage gap. She sees a light in the darkness when another character extends a helping hand and together, they demonstrate what power in numbers looks like as they become surrounded by a community of phenomenal women.