Girl Effect by Nike Foundation
THE BRIEF
Create a multiple episodic web series to translate behavior change science into high-impact youth content series.
Season 1 – Girl Adda (Launch)
Season 4 – Khullam Khulla
Season 1 – Girl Adda (Launch)
Season 4 – Khullam Khulla
To capture the real human weight behind Girl Effect, a global non-profit in Asia & Africa, building media that empowers adolescent girls to make critical life choices; we engineered a trusted, five-year production ecosystem that translates complex behavioral change science into highly relatable, youth-first digital assets. Serving as the primary execution partner for their flagship Indian properties, Chhaa Jaa (including the Girl Adda chat show format) and Khullam Khulla, we moved entirely away from clinical, lecturing public service announcements. Instead, we handled end-to-end creative direction, script workshops, casting, and episodic filmmaking to build a safe, digital sisterhood. Every frame, set design, and character arc was crafted to mirror the lived realities of young girls in India, ensuring our high-fidelity visual assets matched the uncompromising seriousness of the organization’s social purpose.
We approached the production blueprint not as an assembly of rigid corporate scripts, but as living personal stories. Developing sensitive, multi-regional narratives through intensive script workshops, specialized lighting setups, fluid camera movements, and deliberate anamorphic framing, our crews captured the physical transitions between the contrasting, distinct zones of youth discussion within a safe space. From the deep, authentic textures of peer-to-peer dialogues to the vibrant, eclectic design grammar of our characters, we aligned the visual message of the CSR initiative with the behavioral intent of international impact benchmarks.
We co-wrote, casted, filmed, and produced episodic YouTube series, vertical format shorts, and interactive digital vignettes designed to demystify complex social, nutritional, and relationship barriers for Chhaa Jaa and Khullam Khulla. By focusing on raw sensory details; the genuine expressions of real girls sharing their stories, the natural play of set character arcs, peer discussion spaces, doctor panels and the authentic chemistry between sisterhood characters, we made the digital experience feel entirely tangible and supportive for young girls navigating critical life decisions.
A magnetic online ecosystem that drove organic curiosity, resulting in a sustained inflow of community interactions, online signups, high view-through retention rates, and measurable behavioral impact across an audience of millions of empowered young minds throughout Indian rural areas.
