THE COLOR OF CARE is a documentary created in partnership with Oprah Winfrey’s Harpo Productions and The Smithsonian Channel. It’s an eye opening look at the racial disparity in the United States healthcare system. The documentary exposed several inconsistencies that were illuminated during the COVID-19 pandemic and pushes for the positive upheaval of the healthcare systems to serve all races throughout the U.S.

The campaign for the film served as a call to action and we needed to create a key art image that illustrated the weight of the issue. The MTVE brand creative design team, in partnership with creative agency; Gravallis, developed an iconic solution to be used across digital and out of home leading up to the premiere and sustaining on streaming platforms.