Providing funding and mentorship to underrepresented filmmakers
TIMELINE
Dec 2023 - May 2025
ROLE
User Experience Designer
CLIENTS
Netflix, USC, and Dirty Films
LOCATION
Los Angeles and Cannes
Project Overview
Proof of Concept is an accelerator created to propel directors who bring forward the perspectives of women, trans, and non-binary communities. Launched in collaboration with Netflix, USC’s Annenberg Inclusion Initiative, and Cate Blanchett’s Dirty Films, the initiative offers mentorship, funding, and global exposure to elevate the next generation of visionary filmmakers.
I was the sole web and brand designer for Proof of Concept. The digital platform evolved across four major launches:
INAUGURAL PROGRAM LAUNCH
SELECTION COMMITTEE REVEAL
RECIPIENT ANNOUNCEMENT
LOS ANGELES SHOWCASE
Inaugural Program Launch
For the inaugural program launch in December 2023, I designed a clear landing page to provide information to users in a digestible way. The website's main purpose was to gather applications from talented and experienced filmmakers. The website garnered over 1,200 applications and represented a diverse group of filmmakers.
Selection Committee Reveal
I updated the website with the selection committee to unveil in March 2024. The committee consists of ten members of the entertainment industry with decades of experience. I was in charge of gathering approved headshots and displaying them on the website. The selection committee included Cate Blanchett, Janicza Bravo, Jane Campion, Emma Corrin, Coco Francini, Greta Gerwig, Lily Gladstone, Eva Longoria, Dr. Stacy L. Smith, Lilly Wachowski, and Chloe Zhao.
Moving Proof of Concept to a More Accessible Platform Before International Travel
As Proof of Concept gained international attention, the need for a more flexible and collaborative platform became clear. In preparation for the Cannes Film Festival recipient launch, I led the complete redesign and rebuild of the website using Framer, a no-code platform that empowered our team to design faster.
This transition significantly improved our workflow. By moving away from static development cycles and into a dynamic, design-led editing environment, I was able to reduce content update time by 70%. With the site now editable directly by our cross-functional team, we could make real-time changes across pages without the need for developer intervention.
Previous hard-coded designs
New Framer designs
My Decision Led to Easy Updates On the Go
The rebuild enabled seamless collaboration across time zones, which proved essential during the recipient announcement at the Cannes Film Festival. As the Proof of Concept leadership team took the stage at Kering's Women In Motion talk, I ensured the digital experience reflected the same level of polish by updating recipient profiles, assets, and press content live.
USC Team Travels to France
Last Minute Website Updates in France
Kering's Women In Motion talk
Recipient Announcement
The recipients were announced at the 2024 Cannes Film Festival during Kering's Women in Motion series, a global stage for gender equity in film. I led the visual and UX updates ahead of and during the Cannes reveal to ensure the site was up to date and digital presentation ran smoothly.
Team at Kering's Women in Motion Event in Cannes
Team Before the Women in Motion Talk
Los Angeles Showcase
The Proof of Concept brand flourished at the Los Angeles Showcase and was printed on physical products, displays, and film end credits.
Photo Backdrop
After-party Accessories
The Big Stage
Wristbands
