Math Brain

Concept and Creative Direction, Script, Casting, Wardrobe

If you have a brain, then you have math brain. That’s the message of this follow-up video to How I Do Math: a STEM PSA inspired by real stories and based on research by Stanford psychologist Carol Dweck.

The 1980s infomercial format felt like the perfect vehicle for selling something that you don’t actually need. Giving the genre a fresh update, the video took on the continual struggle of holding onto an outdated myth.

Math Brain received cross-promotion and press from the likes of Ms. Magazine, BUST, Amy Poehler’s Smart Girls, Autostraddle, and fast funding from The Harnisch Foundation.

writer + creative director: Cate Scott Campbell

SHOOT Director: Carly Usdin

Director of Photography: Robin Roemer

Editor: Spencer Devlin Howard

Production Designer: Alison Korth

Graphic Designer & Illustrator: Gio Castro

Composer & Music Supervisor: NYIKO

Wardrobe Stylist: Cate Scott Campbell

Sound Mixer: Crystal Caprice

Key Makeup Artist: Jenna Nelson

Key Hair: Ashley Kucich

Gaffer & Assistant Camera: Selina Ruthe

Art Production Assistant: Erica Lynn Castillo

Wardrobe Assistant: Danielle Filosa

Special Thanks: ban.do, Kelly Edmonson, Meghan Alfano, Soup to Nuts Shop, Filosaphy Finds, Hannah Schwartz, Prince Street Ent., Jessica Cooper, Frances Pennington, Nancy Riddle

I recruited and led our creative team, including designer and illustrator Gio Castro, who created a visual identity for the video and supporting assets.

Math Brain was about smashing the belief that there’s something wrong with you if you struggle in math. To really drive the point home, we smashed a Jell-O brain in one take. Extra squishing sounds were added in post.

Each character’s story was inspired by a real-life account from a student in the 11 Betties community—like one who shared that her math teacher told her she needed glasses. (She didn’t.)

“THIS IS THE GREATEST MATH THING I HAVE EVER SEEN AND I ONCE SAW A PIE COVERED IN PI”

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