Generation Equality - UN WOMEN Latin America & Caribbean

Project Background

The project began with a seemingly modest asset: a low-resolution Zoom video featuring the executive director of UN Women of Americas and Caribbean. The challenge was to artistically enhance and repurpose this video into a series of compelling animated content for a digital campaign on gender equality.

Objective

To elevate the Generation Equality campaign, using the initial video to inspire action and increase awareness about gender equality challenges in the region.

My Role as an Art Director

As the Art Director, I spearheaded the creative transformation of the Zoom video. My role encompassed overseeing the visual storytelling, animation production, and ensuring the final deliverables resonated with the campaign’s objectives and target audience.

Approach

In collaboration with the campaign team, I led the process of extracting and refining key messages from the original video. My direction was instrumental in developing storyboards that would translate these messages into engaging animations suitable for social media.

Deliverables:

  • Animated Video Series: Produced seven unique animated videos, each tailored for platforms like YouTube, Facebook, and Instagram Reels.
  • Customized Visuals: Directed the creation of animations that visually complemented and highlighted the campaign’s key messages.
  • Engaging Social Media Content: Ensured each piece of content was designed for maximum shareability and impact, driving audience engagement and action.

Impact and Results

The campaign witnessed a significant boost in visibility across targeted social media platforms.

  • The animated series achieved high engagement, evidenced by numerous shares and comments.
  • The transformation from a basic Zoom video to a series of high-quality animated narratives effectively communicated important social messages, as noted by the audience feedback.

 

Art Director’s Reflection

This project highlighted my capability as an Art Director to lead a multimedia content transformation, adeptly navigating the fast-paced and diverse landscape of social media. It underscored my strategic and creative approach to digital storytelling, reinforcing my dedication to using artistic skills for social advocacy and impactful change.