60 Yards
🚨 Warning
This project covers sensitive and emotional material. Our goal was highly ambitious: to reposition ADT into a new market focused on safety against police brutality.
🧠 Concept
This was a skunkworks project pitched to ADT executives to gauge their reception of a bold concept: exploring how ADT could support vulnerable communities in situations where law enforcement might be a threat.
It became increasingly evident that disparities across demographics were growing in relation to public safety.
The goal was simple: deliver on ADT’s promise that everyone deserves to be safe.
⛳ Outcome
Over two months, we secured C-level executive buy-in at ADT to kickstart the project.
Conducted multiple working sessions to brainstorm potential solutions.
Began outlining the feasibility of a bold concept: video capture of police interactions during traffic stops, and initiated discussions with a new ADT investor, Canopy (founded by Ford).
The project was put on hold due to resource constraints as business priorities shifted a few months in.
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