The-Artery Crafts Pride Month Brand Film For SodaStream Featuring Laverne Cox

Jun. 09, 2021

Directed by The Artery’s Uri Schutzer, the brand film, entitled “Rainbow Story”, visualizes key moments from the life of Emmy-nominated actress and LGTBQ+ activist Laverne Cox through both live-action content and classic 2D animation. The narrative follows Cox from her childhood to the accomplished woman she is today. The animated compositions, which were led by The-Artery’s Yonatan Tal, include Cox transforming into a flying superhero, colorful parades, the Supreme Court's landmark ruling protecting LGBTQ+ employees against discrimination, as well as much more.

In celebration of Pride Month, the brand is launching a limited-edition sparkling water maker kit, also named “The Rainbow Story”, empowering the community to share their personal pride stories. A portion of proceeds will be donated to global NGO ILGA World.

The brand film comes on the heels of “The Small Things” (featuring Snoop Dogg), which was also created by The-Artery, Jiminy Creative, and SodaStream.