Portfolio

 
 

Case Study: Franklin Avenue Elementary Crowdfunding Campaign

Overview:
Franklin Avenue Elementary, a cornerstone of our community, was faced with an annual challenge: meeting their budgetary needs to sustain vital staff and extracurricular programs that enrich our children's lives. Enter a fresh perspective and a determined strategy to change the narrative.

Objective:

  1. Educate the school's families on the mission of the 'Friends of Franklin' organization.

  2. Emphasize that a substantial portion of the funds raised would directly support invaluable staff roles, as well as the cherished extracurricular programs.

Challenges:
Historically, Franklin Avenue Elementary grappled with meeting their funding goals. The primary culprit? Unclear messaging. Without a deep understanding of the campaign's objectives, families hesitated to donate.

Strategy:

  1. Clear Timeline: A three-week campaign duration was set to foster urgency.

  2. Diverse Outreach:

  3. Engaging Updates: Families were kept in the loop with regular updates, making the campaign's progress feel akin to an exciting sports game.

Results:
In 2022, my fresh approach bore fruit. Not only did FOF meet the set target of $240,000, but the momentum carried on, and we raised an extra $20,000 in the following months. Emboldened by this success, they set a higher target of $260,000 for 2023. Remarkably, we achieved this three days ahead of schedule! I believe that this is because families from the prior year had already been educated and were willing to give early and give larger amounts than the previous year. Seizing the opportunity, I introduced stretch goals for the final days, culminating in an impressive additional $12,000.

Conclusion:
With clear messaging, a well-defined timeline, and a multi-channel outreach strategy, the Franklin Avenue Elementary crowdfunding campaign transformed from a persistent challenge into a triumphant success story. The key? Making sure every family knew exactly why and where their contributions were going. By focusing on clarity and engagement, the Franklin community rallied together, ensuring the school's vibrant ecosystem thrives for another year.

Director and Editor Commercial Reel - all spots directed and edited by me

Paul Bond, artist

Visual Presentation: "Rise and Shine" Feature Film

"Rise and Shine" is a heartwarming tale that gracefully blends the boundaries of reality and magical realism. Centered around a spirited teen with cerebral palsy, the story unfolds her fervent dream of attending prom. Beyond just the glitz of the dance, the film delves deep into the intricate relationship between a mother and her daughter, highlighting their shared challenges, hopes, and undying love. In crafting the visual narrative, I drew upon the whimsical elements of magical realism to add layers of depth and emotion to their journey, illuminating the universal truths about love, acceptance, and the pursuit of dreams. This film is a testament to the human spirit's resilience and the magic that lies in everyday moments.

Visual Presentation: "The Follower" Feature Film

In "The Follower", the boundaries between the living and the dead blur in a chilling tale that melds horror with an emotional ghost story. The film shadows a young man haunted by the ethereal presence of a deceased little girl, whose life was tragically intertwined with his own. Through a carefully curated visual palette, I crafted an atmosphere thick with tension and suspense, juxtaposing moments of raw fear with the emotional weight of guilt and responsibility. By intertwining dark aesthetics with poignant storytelling, "The Follower" becomes more than a horror film—it's a gripping exploration of consequence, redemption, and the inexorable ties that bind our past to our present.

Case Study: Revitalizing NWPC California's Online Presence

Overview:

The National Women's Political Caucus (NWPC) California chapter's website was once a relic of the past. Outdated, unstable, and cumbersome, it failed to serve its primary mission—endorsing women for political office. The site frequently crashed, boasted numerous redundant pages, and lacked user-friendliness.

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Challenges:

  1. The website was frequently inaccessible due to unexpected crashes.

  2. Navigating the plethora of pages was overwhelming and unintuitive.

  3. Lack of a clear endorsement page deterred members from using the website as a primary resource.

  4. The outdated design didn't resonate with modern aesthetics or the evolving branding needs of NWPC California.

Solution:

To address these pain points, I initiated a comprehensive overhaul:

  1. Platform Transition: The website was migrated from WordPress to Squarespace, which is known for its simplicity and stability. This ensured that even individuals with minimal technical skills could update the website without hiccups.

  2. Brand Refresh: I revitalized NWPC California's digital identity, infusing modern design elements that aligned with the organization's mission and vision.

  3. Streamlined User Experience: I significantly reduced the number of pages, ensuring each was purposeful and user-centric. This made navigation intuitive and enjoyable.

  4. E-commerce Integration: A dedicated store was created, showcasing products and facilitating online sales. This not only generated revenue but also bolstered the brand's visibility.

  5. Membership Renewal: I incorporated a seamless mechanism for members to renew their memberships directly on the website, fostering member engagement and simplifying administrative processes.

  6. Dedicated Endorsement Page: Recognizing the core objective of NWPC California, a page exclusively for endorsements was established, enabling members to easily identify and support endorsed candidates.

Results:

  • Website traffic skyrocketed with an impressive 80% increase.

  • The endorsement page became the go-to resource for members, emphasizing the website's importance in advancing NWPC California's mission.

  • User feedback was overwhelmingly positive, with members praising the intuitive layout, modern design, and stability.

  • The site transformed from a seldom-visited platform to the hub of NWPC California's online activities, solidifying its position as a primary source of information and engagement for members.

Conclusion:

The revitalized NWPC California website exemplifies the transformative power of strategic design and platform optimization. It not only serves its core mission of endorsing female political candidates but also offers a user-friendly, one-stop solution for members, furthering the organization's reach and impact.

Chrysler Mother's Day Special

For Mother's Day, Chrysler wanted to create a spot that would resonate deeply with families everywhere, celebrating the unsung heroes of our lives – our mothers. I was commissioned to produce and edit this special piece. Drawing from a collection of genuine footage and heartfelt interviews, I worked meticulously to weave a poignant narrative that pays homage to the strength, love, and dedication of mothers. The final product is more than just a commercial; it's a tribute to every mother's journey, capturing the essence of their unparalleled role in our lives. Proud to have crafted this narrative for Chrysler, encapsulating emotions that universally resonate.

Designed as a potent tool for academic settings, the discussion guide for the feature film "Rich Kids" aims to provide universities with a comprehensive framework to delve deep into the multifaceted themes presented in the film. Tailored to stimulate thought-provoking conversation, the guide explores pivotal subjects such as Latino portrayal in the media, the complexities of gentrification and segregation, nuances of sexual consent, and the intricacies of gender representation. Beyond mere discussion, the guide also offers actionable suggestions for universities and students to champion Latino representation in media, fostering proactive change. This comprehensive guide not only amplifies the film's messages but also empowers attendees to reflect, discuss, and ultimately, act.

User Stories for a Museum App