The Teach for California Campaign
CLIENT
Kern County Superintendent of Schools / California Commission on Teacher Credentialing
DELIVERABLES
Campaign concepting and visual development, website design, social and digital assets, video, radio, event and promotional materials, and partner toolkit.
MY ROLE
Art direction + design, including video casting, wardrobe direction, pre-production planning and on-set art direction, plus radio casting and VO recording.
THE PROBLEM
Many Californians see teaching as meaningful, but prospective educators often don’t know where to start, aren't aware of available financial support, and see credentialing as complicated.
HOW WE SOLVED IT
We created a statewide campaign that makes teaching feel purposeful, supported and achievable, while giving prospective educators clearer paths into the profession.
The campaign brings together real educator stories, financial support, credential information and practical resources across web, video, social, digital, audio and in-person outreach. The website acts as the central hub connecting those pieces.
Video
The campaign was planned in a 2-phase approach. The videos produced in phase one focused on sugary-beverages and their hidden health risks. Three videos in three languages ran on Broadcast and as cut-downs on social.
In the second campaign phase, we produced user-generated (UGC) videos highlighting everyday “Healthy Habit Moments” and simple, positive changes. Designed to feel authentic and relatable, more like influencer content than polished ads, the videos helped audiences see themselves in the story. Three aired on broadcast in three languages, with four additional videos adapted for social media.
PHOTOGRAPHY
BEHIND the SCENES
