extinction rebellioN
Extinction Rebellion (XR) is a global environmental justice organization with chapters in hundreds of cities.
Their Bay Area chapter (@xrsfbay) needed to attract more volunteers. To expand their reach, I produced a monthly Instagram reel series consisting of chapter updates and climate news to increase engagement and inform the community.
I also designed a cohesive new visual style for the series to attract and retain viewership and increase brand recognition.
VIDEO
I leant on my video production experience and knowledge of film language to produce high-quality, cinematic video content for this series.
I chose this approach because Instagram’s algorithm favors such content and because it aligned with the organization’s goal of inspiring prospective volunteers.
Our video content would be a reprieve from the incessant chatter of people’s feeds. I designed calming natural soundscapes and framed myself as a small figure surrounded by the natural world, subconsciously inducing the viewer to remember the beauty of nature and one’s place in it.
I began videos with arresting images or interesting action, to hook viewers within the first few seconds.
Videos included open captions; ensuring accessibility and ease of understanding for all viewers, even on mute.
I created auditory worlds using sound effects and found footage as well as audio I recorded myself on shoot days.
I thoughtfully composed eye-catching shots, edited and color-corrected footage, and recorded and mixed my voice with professional equipment to immerse the audience in our content and keep them watching.
I introduced a cleaner look to XR’s grid by designing simple, bold thumbnails.
Legible from a distance and clearly branded with XR’s logo, they could be easily found amongst a busy content grid.
GRAPHIC DESIGN
I integrated XR’s preexisting style guide, utilizing their font, logo, and backlog of volunteer photography to visually maintain the chapter’s connection to the wider XR community and increase sharability by other XR accounts.
XR’s National account co-published with us often because of this.
WRITING
I wrote the copy below the videos, contained hook, calls to action, I also kept the LinkTree up to date.
Wrote video scripts using journalism background. Hook, don’t bury the lead. but also extensive research went into scripts, trusted news sources, verified information, ran it by other members before sending it out.
Relied heavily on my newswriting abilities to diligently research and concisely compose scripts. I also thought deeply my audience and how they’d react to the stories I chose. I consciously chose a mix of stories that spoke to the seriousness but also the hope for change