MADE FROM SCRATCH
This video marked a significant departure from the standard direction and tone used in content highlighting Walgreens' partnership with Vitamin Angels (VA). Whereas prior concepts leaned on happy and smiling children, supplemented with footage from vitamin distributions, this video served to highlight the grit and fortitude of the mothers who advocate for their children’s health.
I was tasked with writing the script, with minimal guidelines other than to make the script notably stand out from those of prior videos. After drafting the copy, I ended up recording the voiceover for it and also working with the video production team on storyboards and editing. Although the video was initially created for audience engagement at an event commemorating the organizations' partnership, it was later adapted for VA's annual Mothers' Day giving campaign in May 2018 as well.