Juneteenth

We began with a vision: to inform and celebrate. A team and I came together and we crafted the experience and wrote a script for the video that would be the centerpiece.

To achieve our goal, we created a number of secondary goals:

- The experience began long before the day itself. The experience began at the invitation to be part of the project.

- Create a moment of impact.

- Start a conversation.

Before the event itself, the experience begins. The tone you set in the creation process carries into the experience itself.

We made sure to set the tone early on for this experience. It was important to us that those who were in front or behind the camera were as much a part of the experience as those who attended.

It was crucial for us to set a welcoming environment for filming and a comfortable space for our diverse cast. We achieved in making the entire experience enjoyable from start to finish.

How we shaped our storytelling was critical to creating a moment of impact. We didn’t want this experience to pass as just another informative video.

Our production choices solidified our narrative: we included subtitles and ASL to communication inclusivity. We chose a neutral/white background in order for the focus to remain on the people and the words spoken.

We repeated the words “Free at Last” at the close of the video so that people walked away with a true grasp of Juneteenth - one that they would remember and take with them.

The experience continued in the physical where the team designed the space for continuing the conversation. Traditional Juneteenth drinks were served and I designed conversation cards that held Juneteenth facts for people to take.

Hundreds of cards were taken and people were talking.

We achieved what we set out do. We designed an experience that left meaningful impact on our audience.