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Real stories. Real people. Real Results.
When YWCA Columbus approached us with an RFP to create a new fundraising video to play at their most significant event of the year, we were challenged to entice viewers to take action, whether that was marching in a demonstration, volunteering in their community, or making a donation.
Previous videos our client had created were service-based: describing how their organization shows up every day to serve the larger community in different ways. But we know that people are often driven to action through impactful storytelling. We had an opportunity to elicit feelings of inspiration, empathy, and hope in our video, knowing that the key messaging that follows will resonate more strongly with our viewers.
Our approach? Identify the leading voice for each of our three focuses (housing, youth development, social justice) and capture their stories in direct-to-camera interviews. Our leading voices would be success stories and living examples of program goals.
To capture the sheer breadth of services offered, we also needed to showcase the facilities and services our clients provide. In light of the challenges of filming some of those programs (emergency shelter and services, Women’s Residency Program, etc.), we employed a visual device in which the camera slowly pushes into empty environments: a city block, a building exterior, a classroom, a counseling office, and an apartment. By using this technique alongside thoughtful sound design, we can evoke the feeling of a filled room while respecting the privacy of staff and residents who use the facilities.
Combining documentary techniques, direct-to-camera interviews, curated facilities b-roll, and thoughtful styling centered on our clients' existing branding, we hoped to tell an inspiring story that would move viewers to action.
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