SCORES Network is a non-profit that combines soccer, poetry and community service to help young people build confidence and belonging. While transformative in practice, the model can be difficult to succinctly explain to families, educators, donors and potential partners. The organization needed a unifying narrative that could communicate impact in seconds, not paragraphs, with the emotional weight of a national brand campaign.
SCORES currently serves over 15,000 students annually across more than 300 schools in 13 major cities, with ambitions to significantly expand its footprint. Growth depends on generating excitement among kids while persuading educators, administrators and community leaders that the program delivers measurable, lasting impact.
The objective of Find Your Feet was to create a clear, emotionally resonant brand story for the SCORES Network, one that could translate a complex, multidimensional program into a singular, compelling story.
At the same time, the project set out to prove something larger: under-resourced nonprofits can access cinematic storytelling without the budgets traditionally required for live-action production or high-end animation, when guided by artists who understand how to shape AI as a craft tool. Working under early-2025 generative constraints and strict tool limitations, the goal was not simply to use AI but to have it disappear behind quality execution to build a scalable system that propels the organization forward long after the film was complete.
The execution began with scriptwriting, storyboarding and world-building. Using LTX Studio as the primary generative tool, we established a distinct process, building upon visual reference inputs. Authentic New York street photography informed architecture, light and environmental detail.
We then generated a custom asset library, including elements like soccer goals, schoolyards, city blocks, trees and skies, all within a unified aesthetic. This allowed us to assemble highly controllable compositions built on core elements that guaranteed stylistic consistency.
Character development required engineering precision. We converted hero images of each character into 360° rotational studies. Then we extracted frames and composited characters' faces across generated scenes. Those scenes were used to re-generate animation-ready frames in LTX, enforcing character consistency across compositions and angles. Pose references were used in tandem with character design inputs to achieve dynamic physicality while preserving likeness.
Thousands of frames were generated, art-directed and hand-crafted. Camera angles were curated with a cinematographer’s eye, running each scene through multiple passes: base generation, compositing in Adobe tools, environmental layering and textural enhancement. Ink drops, paint strokes and traditional postproduction techniques added emotional dimension and tactility inspired by the creative works from SCORES members.
Typography became an integral storytelling device. Using a hand-painted phrase as an input, we generated a visually consistent library of 30+ variations in LTX, resulting in a custom AI-assisted font inspired by youth handwriting. This typographic system extended across campaign touchpoints, reinforcing cohesion from film to social posts to live-event materials.
AI powered the infrastructure. Human direction shaped every frame.
Beyond the hero film, the campaign evolved into a scalable storytelling system for social media, with each component designed to succinctly communicate SCORES’ mission. Field Notes highlighted encouraging phrases from real student poetry in our handwritten-inspired font that could also be printed as posters for classrooms. Keeping Score highlighted key program data, such as the percentage of students who report low confidence, making impact tangible and relatable. Stills from the film were repurposed to explain SCORES’ programs in “just five swipes,” giving social audiences an intuitive overview.
Finally, a suite of custom-generated backgrounds allowed real student poetry to be overlaid, enabling the organization to produce endless new content while maintaining a consistent, emotionally resonant visual identity.
Find Your Feet delivered measurable impact across awareness, engagement and brand evolution, while establishing a new benchmark for AI-powered nonprofit storytelling.
In its launch month, the campaign drove a 40% increase in sign-ups across web and social channels and generated a 3.5× lift in engagement compared to previous SCORES campaigns. The film and modular assets have since been used at 100+ live events nationwide, equipping educators and community leaders with a powerful onboarding tool.
The film will also be leveraged throughout SCORES partnership with the 2026 FIFA World Cup.
Across paid, earned, and organic distribution, the campaign significantly expanded reach beyond SCORES’ existing network. The refreshed visual identity and scalable toolkit power social, OOH, print and broadcast executions, creating consistency across 13 cities and more than 300 schools.
Industry recognition reinforced the cultural impact. The campaign won in the New York Festivals inaugural AI category and was featured in an array of news outlets as a breakthrough example of responsible AI storytelling.
Most importantly, the system continues to scale. What began as a four-week production has evolved into a long-term creative system, redefining SCORES’ brand visuals and equipping the organization with a repeatable model for future growth.
The result is a sustainable framework for storytelling at national scale, and the power of creative technology when leveraged with human craft.
