Small And Meaningful
We all find ourselves working on last minute projects, and often times the intention is simply to document something. No need for a complex narrative — just tell people what they need to know. That’s how this project started out. Jewel-Osco, and parent company Albertson’s, wanted to highlight a day of giving initiative they participated in. Jewel-Osco partnered with Humble Design to help a young mother set up her new apartment.
After going through a difficult situation, a young mother of three found herself homeless. With help she was able to find an apartment for her daughters and self. But like many who go through this type of experience, she had no furnishings or decor to make this apartment feel like a home. To those of us who have homes that are furnished and are comfortable, this may not seem like a problem that needs attention. But it really is, having a place that is truly a home changes a person outlook and greatly impacts their life in a positive manner. That’s where Humble Design steps into help, and Jewel-Osco has been there to support them both financially and through volunteering.
I was asked to shoot a video about one of these days of volunteering to help Humble Design transform an apartment into a home. The request was to really to create a news-style video documenting the day. The budget for the project was modest — in line with the type of video they were expecting. However, shooting a video that only talks about the facts is really of little interest to me. So, I decided to go a step further in crafting a story about the impact of this day, and the empathy and caring that motivated all involved to help. I think all stories need to be told highlighting empathy and purpose. It’s the emotion behind the story that connects to the viewer, and this story was all about empathy.
So, here’s a story that started small and was told in a way that embraced emotion and purpose. The result is story of values and significance that connects with people emotionally.
This video was created with a small crew — one camera operator and an audio mixer. I produced, directed and edited the project.
You can see additional branded content, social video and ads that I have worked on here.
