UNITED WAY CHANGEMAKERS CAMPAIGN

The Greater Twin Cities United Way was looking to create an ad campaign that ran at the Minneapolis St. Paul International Airport that would increase awareness about the many things that United Way does in the region and inspire people to learn more about the organization and ultimately volunteer their time. With limited time and resources, I knew we needed to create a video that would capture the attention of passersby as well as serve as a piece that the United Way could use in various applications from annual reports to social media to fundraising. To ensure we met all of these goals, I devised a concept that highlighted five of their efforts (advocacy, youth housing, education, suicide prevention and food insecurity) in a :30 sec spot to run at the airport and on social and shooting still environmental portraits to use at a later date. The project was successful and got over 500k impressions during its 2 month run at MSP airport and was used in multiple platforms from the annual report, the workplace fundraising campaign, 988 Suicide Prevention Line roll out, economic opportunity campaign and social media posts.

Project roles: Creative direction, project manager, still photography, writer and producer.