extinction rebellioN CLIMATE NEWS Series
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 designed a cohesive visual style for the series to attract and retain viewership and increase brand recognition.
VERTICAL VIDEO
Leaning on my video production experience and knowledge of film language, I produced high-quality, cinematic video content for this series.
I chose this approach because aligned thematically with the organization’s goal of inspiring prospective volunteers and Instagram’s algorithm in particular favors such content.
These videos 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.
GRAPHIC DESIGN
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.
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.