US Creative Work of the Week: The Idea Brand has created a heartwarming film for a San Diego nonprofit that fights homelessness

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i.d.e.a. created a moving short film called “Shine” for Father Joe's Villages, a San Diego non-profit that provides housing, rental assistance, healthcare, food and more to the homeless. “Shine” tells the story of a piece of coal named "Nicoal" who is often ignored and scoffed at by passersby on the streets. When Father Joe's Villages takes her in and welcomes her, she transforms into a shining diamond that is able to help others who are in need. A 30-second version of the film, which has been voted by readers as US Creative Work of the Week, is currently airing on local San Diego TV channels.

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