Creative Direction | Collaboration | Storyboarding

Power California/Sandra Celedon Campaign Video

Problem:

Rising Tide Interactive, on behalf of Power California, wanted to run a Persuasion video for one of their supported candidates that showcased a distinct style while also contrasting with her opponent: Annalisa Perea. Our Video Editor came to me to design the look of the campaign and how to best represent the compare and contrast visuals while keeping the video cohesive.

Solution: 

Styleframes

I crafted a unique visual direction using paper tears that conveyed the landscape of the Fresno valley mountain ranges. I used colors and type inspired by mural art around Fresno to try and capture the local feeling of this Mid California area. For all of our stock photos, I was able to source them from Unsplash’s free for commercial and modification license and look up specific Fresno area locations to pull. I was heavily inspired by the Fresno California Postage Stamp Mural famous in the city. I loved it so much that I was able to include it in the video and suggest an animation technique to our video editor.

We were asked to showcase both the city of Fresno and it’s abundant nature with its close proximity to Yosemite and Sequoia National Parks. In contrast we were to showcase how Perea only had big corporations’ interests at heart.

“Celedon Contrast” video

Results

The storyboards went through little revision before being implemented in the final video. The client had very little changes and loved the personality we brought to the production. Although Sandra Celedon lost her primary for California State Assembly District 31, Power California loved the creative we put together and saw better than expected metrics.

Role: Design Director and Senior Designer
Programs Used: Photoshop