Portland Public Schools Bond Initiative Engagement Video
A 30-second social video to rally Portland voters behind a bond that would finally finish decades of overdue work on our local schools. I'll admit - this one was personal.
A Horse in the Race
Working with Wright Public Affairs, the brief was straightforward: a punchy 30-second video for social media and a text engagement campaign, designed to get Portland voters behind a bond that would complete a decades-long backlog of critical school repairs. As a PPS alumnus with a son on the way, I didn't need much convincing. This was the rare project where the client's pitch and my own feelings were exactly the same.
The Cast
Rather than lead with the crumbling infrastructure angle (accurate, but a tough sell in 30 seconds), I designed a series of animal kid characters to carry the message - each one representing the real diversity found across Portland's school system. The goal was to make something serious feel warm. Repair needs that have compounded for years are genuinely urgent, but nothing gets voters to the ballot box like a cartoon fox in a backpack.
