Step Up BIG Detroit Campaign | Big Brothers Big Sisters of Metropolitan Detroit

Campaign Treatment + Creative Direction

Collaborating with PMG Agency for Big Brothers Big Sisters of Metropolitan Detroit, I crafted the video treatment and led the creative direction for the "Step Up BIG Detroit!" campaign. This initiative was all about calling the community to action, encouraging commitment to values of justice, equality, diversity, and inclusion.

Facing the challenge to galvanize support, we produced a campaign video that combined compelling storytelling with striking motion graphics and typography to underline the message. Alongside, I spearheaded the art direction for a series of social media graphics that maintained momentum throughout the campaign. Our efforts culminated in a resounding success, raising over $500K and securing two national awards, reflecting the power of collaborative creativity in making a significant social impact.

Client:

Big Brothers Big Sisters of Metropolitan Detroit

Agency: PMG Agency

My role:

• Video Treatment Development

• Creative Direction

• Art Direction for Social Media

• Strategic Message Collaboration

• Visual Storytelling

• Campaign Success Contribution