FINAL PRODUCTION.
ABOUT THE PRODUCTION.
Overview.
For the TDSB's Disability Inclusion Week, I was tasked with producing a PSA video based on Scope's powerful campaign, aiming to challenge perceptions and promote accessibility, featuring students of Martingrove Collegiate Institute.
Creative Problem.
The primary challenge was adapting the high-budget, broad-scale messaging of Scope’s UK-based “End the Awkward” campaign into a localized, highly relatable PSA for the TDSB. The video needed to effectively challenge teenage perceptions without feeling overly corporate or disconnected from the student body.
Wearing multiple hats on set, I had to ensure the production value matched the emotional weight of the subject matter using available school resources.
Solution.
To solve this, I grounded the visual storytelling in the authentic, day-to-day environment of Martingrove Collegiate, casting real students to deliver the message. I utilized cinematic lighting techniques during filming and applied a polished color grade in post-production, ensuring the final PSA resonated emotionally during Disability Inclusion Week.
PROCESS & DEVELOPMENT.
APPLICATIONS & RESULTS.
This PSA was actively distributed across Martingrove Collegiate Institute's digital channels and broadcast to the student body during the TDSB's Disability Inclusion Week, successfully sparking positive conversations regarding accessibility and inclusion within the school community.
CREDITS.
- Concept Inspiration: Scope
- Leigh Thornton, Students and Staff of Martingrove Collegiate Institute DAIC
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LET'S WORK!
