While working on a screenplay about a man on Texas Death Row, Ms. Norvell was engaged to create a media advocacy campaign for the condemned man, David Lee Powell. Using her skills from years in advertising, she designed a strategic campaign of outreach and activism, taking the case from obscurity to international recognition. She wrote and managed content for a website, produced and directed a clemency video and a 29 minute film and numerous webisodes, and meaningfully engaged with attorneys, journalists and abolition activists to create an integrated, viral campaign that reached international audiences. The campaign successfully created pressure on public officials to examine and debate the many problems with the case. It stirred debate all over Texas and beyond, drilling down into the public consciousness to examine the possibilities of redemption and mercy.
This is the clemency video submitted to the Texas Board of Pardons & Paroles asking them to commute the death sentence of David Lee Powell. Since the Board reviews clemency petitions in private, there is no way of knowing if they saw this video or read the 200+ page clemency petition. David was executed by the State of Texas on June 15, 2010.