ST. JOHN x
Shonda Rhimes is one of the world’s leading storytellers. From the outside, Shonda seems to have it all: an unbelievable career and an enviable life. But like all women, Shonda has faced disproportionate obstacles along her career path.
She’s made trade offs and sacrifices and reached the absolute top of her field. Shonda, in her own telling, had to learn to recognize and wield her personal power in a disempowering world.
Which is why St. John’s, the iconic women’s fashion brand, teamed up with Shonda Rhimes for their Own Your Power campaign. This campaign aimed to dispel the myths around “having it all,” “perfection” and all the other unattainable buzzwords that women have been sold in the past. What emerged was a real, raw conversation about the way women can empower themselves and thrive in the modern world.
CONVICTS was thrilled to partner with this pair of icons to help launch their campaign. We created a powerful short film featuring Shonda Rhimes moving through a surreal setting--a setting literally composed of the problems women face, all printed on strips of paper and hung like an inverted forest--and speaking to what she’s learned over the years and how other women can put her wisdom to use.