Last Updated on August 9, 2024
The landscape of the film and entertainment industry has transformed immensely, becoming a robust platform that not only entertains but inspires societal change. It now serves as a dynamic mirror of our experiences, challenging norms and sparking thoughtful discourse. Amid this exciting evolution, one name rings out as a beacon of transformative creativity—Sonia Sayani.
Sonia Sayani, a formidable talent in the industry, has carved out a niche with her deft blending of humor, empathy, and realism in storytelling. With over a decade-long career, her unique narratives reverberate with audiences worldwide, attesting to her extensive experience in advertising and the art of screenwriting.
Sayani’s career shines brightly with her immense talent and determination. As the lead copywriter for the groundbreaking “Nike Altius” Integrated Campaign, she eloquently spotlighted the overlooked culture of Japanese skateboarding. This creative approach led the campaign to win the prestigious Red Dot Junior Award in the “Integrated Campaign—Brands & Communication Design” category in 2019, a hallmark of global design excellence. Only 8.9% of participants from 54 nations bagged this esteemed recognition, solidifying Sonia’s prominent position in the industry.
Her accomplishments extend beyond advertising. Sayani’s original television pilot, “How To America,” skillfully delves into an immigrant’s journey, touching audiences with its authenticity and earning numerous accolades in film festivals. It stood out as a Semi-Finalist in the renowned 2021 Big Apple Film Festival Screenplay Competition and the Miami Screenplay Awards, out of 670 script entries, further demonstrating the exceptional quality of her writing.
Sayani has also significantly contributed to social causes through her creative prowess. She was a key member of the strategy and writing team for the “Uninterrupted Stories” social media campaign, which used Instagram to shed light on domestic abuse victims’ plights. This innovative campaign reached approximately 4.5 million users and successfully generated $435k in social media donations.
Similarly, as the principal writer and voice actor for the award-winning “You Miss It” radio script, she advocated for COVID-19 vaccinations. This project was recognized with the esteemed Creative Floor Award, a highly competitive international creative competition known for being one of the toughest global healthcare awards. The spot resonated with an audience of approximately 80,000 listeners on Radio Woodstock 100.1 WDST, demonstrating Sonia’s compelling narrative abilities.
In an engaging interview with Sonia Sayani, we explore her impressive career journey, creative process, and her significant achievements. She stands out for her adept storytelling and her commitment to using her talents for social good, traits that have won her numerous awards and recognitions.
In the film and entertainment industry, where storytelling wields immense power, Sonia Sayani proves herself to be a master. Her stories, marked by compassion, humor, and authenticity, not only entertain but also incite change, embodying the transformative potential of the industry. Her work is not just a testament to her immense talent, but also her dedication to creating narratives that resonate, inspire, and bring about positive societal change.
Hi, Sonia. Can you share your journey toward winning the prestigious Red Dot award for the “Nike Altius” ad campaign? What were some of the creative and strategic choices that led to this recognition?
Serving as the lead copywriter for the Nike Altius integrated campaign was a definite highlight for me. This project launched a new design for Nike’s skateboarding shoe and coincided with the sport’s official debut at the 2020 Japan Olympics, marking a significant cultural moment. To truly create a resonant project, we delved deep into the skateboarding culture in Japan, which is not widely known.
The campaign integrated elements of both Japanese culture and contemporary youth culture, connecting the sport to its actual audience. This approach allowed fans to feel that their beloved sport was receiving the recognition it deserved. Winning the Red Dot Junior Award in the “Integrated Campaign—Brands & Communication Design” category was a tremendous honor, reflecting the passion and excitement we poured into the project. Recognized globally as a mark of design excellence, the Red Dot Award is only given to select works from entrants across 54 nations. This win was a testament to our team’s creative vision and our ability to deliver a campaign that genuinely resonated with audiences.
As an accomplished screenwriter, how did it feel to see your original television pilot “How To America,” achieve success at multiple film festivals? What inspired you to write this script?
Writing the script was a deeply personal journey, as it was an evolving tale of a young woman navigating the ironies and contradictions of being classified as an immigrant in the country she had grown up in and considered home. Drawing heavily from my own experiences, the script embodied many aspects of my personal journey, making its success at film festivals particularly touching and significant.
I shared unique, deeply personal stories from my life and my family that are irreplicable, and the world demonstrated its eagerness to hear them. The film festival successes have reaffirmed my belief that I have a wealth of experiences and stories to share with the world, and it is increasingly apparent that the world is eager to hear more.
Can you discuss the process behind your work on the vaccination charity project “You Miss It” that won a Creative Floor award? What was the main challenge in executing this project?
“You Miss It” is a radio spot that used humor and the power of audio to encourage listeners to get vaccinated against COVID-19. The script delved into great detail, describing pre-pandemic social situations that became rare after COVID-19’s arrival. These once commonplace scenarios of close social proximity are now seen as unsafe, unsanitary, and even gross, yet we yearn for them. There’s a nostalgia for the time when we could be close to one another without worry.
The script conveyed the narrative, while the audio format presented it in the most impactful way: through the use of ASMR. As you might imagine, the ASMR vividly highlighted every tiny sound, making the story feel as physically close to the listener as possible, even in an audio format. The final product was an incredible fusion of the gross, the nostalgic, and the humorous! Winning the Creative Floor award for that project was an amazing validation. It affirmed our idea as a unique approach to capturing audience attention and actually making a difference—all through creative storytelling and some gross mouth sounds.
This was honestly one of my favorite projects. Reflecting on the challenges, I’d say the main one was finding the right balance between humor, grossness, and nostalgia. With the detailed descriptions of close proximity coupled with ASMR, we didn’t want to repel our audience, but rather make them laugh and evoke a sense of longing for the past. I must say, we achieved that quite successfully in the end.
How has the recognition you’ve received in your field impacted your career trajectory and creative approach?
I believe this is just the beginning. The accolades I’ve received thus far are fantastic, particularly because they validate my passion and the vision I have for my work. It’s heartening to know that others value my efforts and recognize the love I pour into my projects. However, I see a great deal more on the horizon, and there’s much more to accomplish.
As a screenwriter, taking part in the Shore Scripts TV Pilot Writing Contest and the Austin Film Festival Script Competition was an adventure and an invaluable learning experience. Both contests attract outstanding talent and boast esteemed panels of judges known for their significant contributions to the entertainment industry. Hence, earning a Quarter Finalist position in the Shore Scripts contest and advancing to the Second Round in the Austin Film Festival competition was a testament not only to the strength of my story, but also to the quality of my storytelling.
Television scripts have unique requirements to truly connect with audiences, ranging from the dialogue and story structure to the social relevance and emotional impact. My placement in these high-caliber competitions affirms my ability to meet those demands. These achievements have further inspired me to continue refining my craft and seeking opportunities in an industry I am so passionate about.
More specifically, my personal writing style as a screenwriter has evolved. I find myself drawn to the seemingly incongruous blend of sitcom-esque humor and the deepest, most poignant human stories one can envision. It’s a style I am certainly keen to delve deeper into in the future.
What strategies or practices have you adopted that you believe contributed to your success and recognition in the creative field?
Undoubtedly, one of the most crucial practices I’ve embraced and continue to refine is the ability to collaborate effectively with a group of creatives. No task in the creative realm is an individual endeavor, not even writing, which can often be an isolated process. However, when it comes to writing for entertainment or advertising, nothing of substance is born in a vacuum.
You must possess audience awareness and consumer awareness—two similar yet distinct concepts, both equally important. It’s essential to work in concert with creatives from different disciplines to achieve a polished, professional end product. I often say that any piece of work, be it for the theater, TV, or film, is 50% the work of the creatives crafting it and 50% the audience on the receiving end. It’s a dance that will forever demand a partner.
How did winning the Creative Floor Award for the Uninterrupted Stories social campaign influence your subsequent work?
The impact and recognition of the “Uninterrupted Stories” campaign exceeded our expectations, but that’s precisely the outcome we were aiming for. Winning the Creative Floor Award was fantastic. Everyone on my team undoubtedly felt the dedication and hard work shine throughout the entire project, primarily because the cause was so compelling. We used our skills to better the lives of women in real danger from domestic abuse. I can’t think of anything more deserving of our time and efforts.
Seeing the campaign resonate with leaders and organizations advocating for women’s rights was like a dream come true, and it aided in garnering the project even more widespread attention. Witnessing the dialogues and tangible actions sparked by the campaign was incredibly rewarding. Storytelling truly does have the capacity to drive positive change. The project raised both donations and awareness for those in need, and ultimately, that was the most critical goal.
This win has shaped my subsequent work in several ways. Firstly, it reiterated the power of social media in our society today. This power can be used for good or ill, but that depends on how we direct our efforts. This experience underscored for me the importance of never neglecting a social media presence in a campaign, project, or even entertainment venture. It would be a waste to ignore such a readily available resource.
Secondly, this project was inspiring! I observed how various organizations came together to work on something worthwhile and saw it through to completion. That’s a lesson I won’t soon forget.
Can you tell us about a time when you felt particularly proud of a project, whether it received an award or not?
One project that fills me with immense pride is the Uninterrupted Stories campaign. Its wide-reaching recognition was unexpected—prominent media outlets such as iHeartRadio and Fox News noted the project’s significance and our team’s intentions. iHeartRadio hailed it as “digital activism at its best,” while Fox News proclaimed that Instagram stories now have a newfound purpose because of it. That felt monumental.
Indeed, in today’s historical context, social media has such a profound reach that it cannot be overlooked. So, when the idea emerged that a platform with such immense influence could be leveraged for an important cause like domestic violence, my team and I were driven to make it happen. I firmly believe in the power of storytelling to effect change in people’s lives. This project embodied that conviction, raising awareness for victims of domestic abuse and working to prevent future stories from being interrupted—that is, stopping more lives from being cut short by abusive partners. Using our skills for such a cause was a no-brainer—it was simply something I felt compelled to do.
The campaign took over Instagram’s default “this story is no longer available” screens, galvanizing millions of users to take action. To ensure the project was grounded in real stories of domestic violence and offered educated insights, my team partnered with Safe In Harm’s Way, a charity that assists victims of domestic abuse. They provide resources and information for victims, or anyone who fears they might be in danger, so one of the major goals of our project was to direct social media users to their page where real, actionable steps could be taken.
In the end, the project generated over $435K in social media donations and drove exponential traffic to all relevant sites. As creatives, we can only hope to have the opportunity to contribute our skills to a project that effects genuine, meaningful change in people’s lives. I was fortunate enough to do so with this project, and I would readily do it again.
What advice would you give to aspiring writers and actors who dream of receiving similar recognition in their fields?
My advice to aspiring writers and actors is to chase the joy and the passion. Rather than focusing on recognition, allow it to linger at the back of your mind while you dedicate yourself to honing your craft. Absolutely seize your opportunities—enter contests, audition for roles, and connect with other creatives. Continually engage in these activities, but always let your enjoyment guide you. This approach will yield the most fulfilling results, and recognition will follow in its own time.