To find an image that reflected three or more social crises in one shot, and to transform it into a video article where the heroes could tell their own story.
Las Vegas was hit hard by covid-19, and its thousands of hotel rooms were emptied - this within months of a citywide ban on sleeping on the streets. A covid outbreak in a local shelter forced these people back onto the pavement. We sought to take the image of Vegas' parking lot solution, which spoke louder than words about social injustice, and produce an engaging piece of video content that would inspire both critical thought and the need to demand better from our leaders.
As the first video we filmed in covid lockdown, we were challenged by the need to navigate shoot safety concerns on a frightening new level. A central part of our strategy was to create compelling emotional content that would tell an intimate story, while protecting our team and the aready vulnerable community we were filming.
Our video hit over 1 million views, and was shared nearly 8 times more than our average post. Our viewers were clearly touched by this injustice, and we received an outpouring of compassion, concern and concrete offers of help.