THE PATH
American Indian College Fund
Wieden+Kennedy
Creative Director: Patty O & David Kennedy
Art Director: Brad Trost
Copywriter: Robin Maxkii
Directed by Joe Pytka
I served as the creative copywriter and the only native american on the project. The Path is a :30 second national TV spot created for the American Indian College Fund. It tells the story of first-generation Native college students walking a new path—one their ancestors were once denied. A custom 290-yard Pendleton "Water" blanket rolls out before them, symbolizing the journey of Indigenous students carving out futures rooted in strength, culture, and legacy.
Visually, the spot is minimal and poetic. The blanket becomes both literal and symbolic: a gesture of care, a foundation, and a forward-moving force. Real Native students were cast to walk this path, honoring the lived experiences of those the campaign serves. The narration focuses on progress, resilience, and the power of generational impact—highlighting how today's Indigenous students are shaping tomorrow.
The spot was part of a larger campaign that included OOH, print, a Times Square digital billboard, and a limited-edition run of 133 blanket pieces made from the original 290-yard roll. These were sold to raise scholarship funds for Native students, turning the metaphor into action.
The Path is a celebration of Indigenous potential and a reminder that education, for Native communities, is not just personal advancement—it’s collective transformation.
Visually, the spot is minimal and poetic. The blanket becomes both literal and symbolic: a gesture of care, a foundation, and a forward-moving force. Real Native students were cast to walk this path, honoring the lived experiences of those the campaign serves. The narration focuses on progress, resilience, and the power of generational impact—highlighting how today's Indigenous students are shaping tomorrow.
The spot was part of a larger campaign that included OOH, print, a Times Square digital billboard, and a limited-edition run of 133 blanket pieces made from the original 290-yard roll. These were sold to raise scholarship funds for Native students, turning the metaphor into action.
The Path is a celebration of Indigenous potential and a reminder that education, for Native communities, is not just personal advancement—it’s collective transformation.
