Oregon Consumer Justice Explainer Videos
Oregon Consumer Justice is a nonprofit that expands and protects consumer rights for all Oregonians. They needed a powerful way to explain their multifaceted work in consumer protection and advocacy, and opted for a few exlainer ideos that they could roll out on their new website and in their community engagement work.
We were tasks to create two engaging videos: one that explained what they do and what they offer consumers at a high level, and one that told their unque origin story. Both had to distill complex concepts into an accessible, visually appealing format.
The result was a pair of warm, approachable, and informative videos that hit their comms goals and established a illustration language that they will continue to utilize moving forward. The videos have become such an important communications tool for them, that they already intend on investing in the creation of two more to expand the series.
We began with in-depth discovery with OCJ's team to understand the nuances of their history and the importance of their work. Together, we identified comms goals, key audiences, use cases, and mandatory content to work into our scripts and storyboards. We had a lot of key messages to hit on in a 2-3 minute runtime per video, so we had to make sure that every frame had impact and propelled the stories forward, and met the following goals:.
Summarize OCJ's purpose, work, and statewide reach
OCJ works throughout Oregon, for all Oregonians.
Be inspiring and informative
We wanted to ensure that people understood that they already have rights, and they can stand up for themselves.
Embody efficiency and clarity, with personality
We only had a few minutes to show and tell what OCJ does. The organization could model their mode of working: no nonsense but also full of passion and personality.
Create a strong call to action
We end on a positive note and drive people to the website, where they could learn (and do) a lot more.
With an approved script and storyboard, we moved into soem illustration style tests that would set the tone for the rest fo the video. We pitched two distinct styles for illustration, along with some text illustration frames to help amplify specific messaging and keep the video feeling dynamic and bold on a slimmer budget.
OCJ schose a more hand drawn human style that felt warm, accessible, and approachable to align with the voice and tone of the brand.
It was important to OCJ to own their own story, so it made sense that the voiceover tracks feature real OCJ employees and board members. Board member Marcus Mundy was chosen to voice the explainer video, and and Comms Director Michelle Luedtke brought the origin story video to life.
We worked directly with them to coach their line delivery, recording several takes that we could splice together to perfectly that matched the tones we were aiming for. We then presented them with music options for both videos to choose from, pairing their voices against samples of the audio tracks to
Once sound was approved, we brought it all together in final production over three rounds—starting with rough cuts and refining until the videos were ready to make their big debut.
