In the aftermath of George Floyd’s death, the City of Minneapolis became the center of global attention. In response, JUICE HOUSE was commissioned to help rebuild trust and communicate the City’s evolving approach to public safety.

We developed a year-long storytelling campaign focused on alternative emergency responses and expanded mental health services. The work included 14 docu-style films featuring over 80 Minneapolis residents and City staff, each offering a personal perspective on reform.

To reach audiences citywide, we launched a multi-platform digital campaign, a PSA, and a wheatpaste print rollout—bridging online strategy with grassroots visibility.