Following Detroit's bankruptcy in 2013, JP Morgan Chase & Co. set out to invest $100 million in The Motor City over the course of 5 years. Through a intensely strategic approach that involved a number of on-the-ground stakeholders and a lot more than just money, JPMC was able to invest $107 million in just 3 years. To chronicle what they see as a model for impact for cities in crisis everywhere, JPMC published an extensive 40 page, Corporate Responsibility report. They tasked us to distill A LOT of complex information about the investment and its results in a 2 minute social video.
We found Joseph Alessio, an amazing lettering artist and native Detroiter, gave him a structure for the facts we needed to show and in what order, and let him go to town creating a mural that included multiple elements representative of Detroit, from Motown records to hockey sticks and hub caps. We captured his process in a laborious 17 hour shoot, and took our 40 hours of footage to create a library of content for every platform we could access.
In addition to our hero video, we created an alternate edit, without VO and focused entirely on the board, for A/B social testing. While our hero video candidly won out, worth sharing (below right) to see two of the ultimately five completely different hero videos we made over the course of two weeks, all utilizing the same footage from our one day shoot.
Wherever possible, the team sought to leverage the assets created at our shoot, to increase awareness by targeting people on a variety of platforms. On top of two hero video edits, this included a :30 cutdown for Twitter focused on the time-lapse creation, an Instagram Story ad, Linkedin content, three Facebook carousel units (both still and video), custom Snapchat filters geotargeted for Detroit Startup Week, and a promoted post by the artist to his own Instagram channel. Joseph's post garnered a ton of positive feedback, and generated a number of earned media mentions in the form of reposts throughout the design community on Instagram.