Math Brain
Concept, Script, Creative Direction, 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 based on research by Stanford psychologist Carol Dweck.
I took on the 1980s infomercial format, which felt like the perfect vehicle for selling something that you don’t actually need. Giving the genre a fresh update, the video examined the continual struggle of holding onto an outdated myth.
I assembled a dynamic cast and crew from my network, oversaw all creative choices, and called in a lot of favors to pull it off. Math Brain received cross-promotion and press from the likes of Ms. Magazine, BUST, Amy Poehler’s Smart Girls, Autostraddle, and accelerated funding from The Harnisch Foundation.
writer + creative director: Cate Scott Campbell
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 is the Feminist Infomercial You’ll Actually Want to Watch”
Ms. Magazine
“We All Have Math Brains, Thanks to This Sassy ‘80s-Style Infomercial”
BUST
“Numbers, you can understand them too!”
Autostraddle
Amy Poehler’s Smart Girls
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.)
