Mighty Dream, a new creative advocacy firm, has been unveiled by Pharrell Williams.
The agency, which was established in collaboration with the marketing firm Edelman, will only promote concepts for goods that aim to help America’s underprivileged regions, according to AdWeek. The agency will then collaborate with major corporations to implement these concepts, and it will be made up exclusively of Black and Brown creatives.
“If someone asks me what inspires me, I always say, ‘That which is missing,’” Williams told the outlet. “It’s the clearest path to being additive to society and finding new solutions for real problems. Mighty Dream aims to create what’s missing: in creativity, in advocacy, in society.”
The Grammy-winning producer will lead the new organization as co-chair and founder.
“It is probably the most important thing I’ve done in my 30-something-year career,” added Lisa Osborne Ross, CEO of Edelman U.S. “As a woman and as a woman of color in my role and in this industry, it’s my very firm belief that businesses have not only the opportunity but also the responsibility to drive change.”
Instead of operating as a traditional agency, Mighty Dream will employ creatives who will first identify the problem they’re trying to solve and explain how they intend to achieve it, before submitting a formal brief on their proposal.