He’s Brave. She’s Brave


Butterfly is a landmark new drama exploring trans issues and the complexities of gender transitioning. Our challenge was marketing a story, with sensitivity and bravery, which our traditional TV audience may not be familiar with.

We focused on pronouns as a chief instigator for miscommunication, and how wrong assignment of language can have a harmful impact on trans people.

“He’s Brave” transitions to “She’s Brave” as the character does, incorporating a scribble motif to portray freedom of expression and childhood innocence.