Skip to content

Rock the Vote · Social film

Three eras of the youth vote

Kendall Jenner changes through three eras of young voters, from 1971 to 2012, for Rock the Vote.

The big question

How do you make fifty years of the youth vote fit in thirty seconds?

Client

Rock the Vote

Format

Social film

Year

2016

Runtime

0:33

What we did

Concept
Production
Edit

01 The brief

For the 2016 election, Rock the Vote brought Kendall Jenner back for her third Rock the Vote video. The job was to make the history of the youth vote something her audience would actually watch.

02 The approach

We came up with the idea of telling the trajectory of voter rights through fashion, then shot and edited it. On a white cyc, a crew dresses Kendall on camera between eras: a 1971 flower child for the 26th Amendment, a 1992 grunge kid for the MTV election, and a 2008 to 2012 businesswoman for the 20 million young voters who decided both elections.

03 What we made

A 33-second social film that ends on one line: What happens next is up to you.

Kendall in a flower crown making a peace sign: The 26th Amendment grants 18-year-olds the right to vote — 1971

The crew changing Kendall's outfit, 1992 in outline behind her — Changed on camera, between eras

Kendall in a grunge tee throwing a rock sign — 1992

Kendall in a suit: Over 20M young voters decided the outcome for both elections — 2008 and 2012

04 The payoff

Up to you.

“It hasn't always been that easy, especially for women.”Kendall Jenner, to USA Today

Three eras, one take, 33 seconds, ending on the only line that matters: What happens next is up to you.

What are you making, and who needs to see it?

A few lines is plenty. You will hear back from a person.

[email protected]

Based in the DMV