About The Project

Our Approach

I needed to make giving back feel relatable and actionable. I noticed traditional nonprofit marketing wasn't creating new-age emotional connections. I wanted to move beyond corporate messaging and capture genuine human motivations.

Deployment

My goal was to create a space where United Way’s partners and sponsors could share their real reasons for helping out. It wasn’t just about highlighting donors and companies; I needed to capture those genuine moments that remind us why we’re all working together. I wanted this series to inspire other donors and partners to get more involved with United Way’s mission through these personal stories. For United Way's 100th anniversary, I directed a 5-minute documentary pulling from their massive archive to show their evolution from fundraising charity to active force against poverty, and for Walk United LA, my team and I designed the complete visual identity including all branding assets, marketing materials for digital promotion, print collateral, and on-site signage for the L.A. Rams and SoFi Stadium.