“Heroine Redefined"
Overview
For Gabrielle Union’s thrilling debut in Breaking In, where a mother will stop at nothing to protect her children, VH1 set out to redefine ‘Heroine.’ We delivered.
Heroine: a badass mother.
Achievements
Campaign contributed to Breaking In’s strong opening weekend buzz.
My role
Created at Velocity / VH1
For an audience that loves strong female leads, I knew the key was positioning Gabrielle Union’s character as both fierce and relatable.
I developed copy that reframed the traditional action hero through a modern, empowered lens, reinforcing the idea of a “badass mother.”
The campaign struck a chord, making Breaking In more than just a thriller. It became a statement.
