Client: Hulu via kvell
Project: Create a montage video, social sizzle, and social video effect/filter promoting Hulu's Pride campaign
My Role: Design, art direction, creator search
Team: Lyla Morrison (ECD), Maddie Glenski (ACD/Sr. Copywriter), Stef Drinkwater (Jr. AD), Kesleigh Dougherty (Editor)
Project: Create a montage video, social sizzle, and social video effect/filter promoting Hulu's Pride campaign
My Role: Design, art direction, creator search
Team: Lyla Morrison (ECD), Maddie Glenski (ACD/Sr. Copywriter), Stef Drinkwater (Jr. AD), Kesleigh Dougherty (Editor)
"Bringing everyone to Pride" was Hulu's north star for this initiative. They tasked my team with searching social media for 75 diverse creators across the country who could contribute to a montage of queer joy for their LA Pride float. I helped search for and screen potential participants, and provided direction on their video submissions (more on that in a bit).
The big question was how to convey the "everywhereness" of the montage in a way that could be instantly understood—assuming people at the parade would only see around 15 seconds of it as the float passed by. We devised a two-pronged approach to solve for this. First, we worked with each of the contracted participants to establish where and how to shoot their footage, so that it would convey something unique about their location and/or personality, and add some visual consistency across the board. Second, I designed a persistent graphic treatment that labeled each creator's city and state on a map of the continental US, in line with the visual identity Hulu's internal team had created for the campaign. In a later phase, the "No matter where you are" messaging was also added to further drive home the idea behind the video.
The big question was how to convey the "everywhereness" of the montage in a way that could be instantly understood—assuming people at the parade would only see around 15 seconds of it as the float passed by. We devised a two-pronged approach to solve for this. First, we worked with each of the contracted participants to establish where and how to shoot their footage, so that it would convey something unique about their location and/or personality, and add some visual consistency across the board. Second, I designed a persistent graphic treatment that labeled each creator's city and state on a map of the continental US, in line with the visual identity Hulu's internal team had created for the campaign. In a later phase, the "No matter where you are" messaging was also added to further drive home the idea behind the video.
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We worked with viral effect creator Eddy Adams to create a virtual representation of the Pride float so that people at home could also feel like they were part of the action. We also created a sizzle reel that married the clients' two objectives: promoting the effect and teasing their appearance at LA Pride. I provided visual direction during both of these phases.
SIMI Winery • Photoshop Express Photoshoot • Adobe • TikTok • Toyota Service Centers • KUWTK • Science Moms • Hulu Pride