A Comeback Story.
We all like a good comeback story, right?
When I joined the city, I was challenged to find my place in an atmosphere that didn't really put an emphasis on storytelling. Take a look at the "Before" picture on the left. Notice anything? Or rather, notice anything missing? Yep, people. It's like a robot spitting out headlines that's somehow supposed to get people's attention then entice them to click and want more. Spoiler: That tactic doesn't work and I can't imagine it ever will in a world where my sewer messaging is competing with Kim Kardashian's nude selfies.
Before I joined the city, the social media platforms were treated like a dumping ground for meeting notices. It was a bummer because I knew we could do better. I had a front row seat to witness the incredibly dedicated and intelligent experts in the Stormwater Management Division. I wanted to pull back the curtain and show residents what I get to see every day: this team with with their hands in the dirt looking for solutions to protect residents and the quality of life in the city. I wanted to show the passion behind the mission.
My goal was to transform our social media channels from a dumping ground of old meeting notices to eye-catching stories that stop the scroll to show you what happens behind the scenes.
It was an uphill battle at first - and it certainly didn't happen overnight - but take a look at the progress in the "After" photo on the right. That's the Instagram grid five months into my position, grinding and working hard to curate meaningful messaging in an interesting way that actually gets people to stop scrolling. I'm proud to say I created 11 of those 12 projects with help from my team who graciously stepped out of their comfort zones to stand in front of my camera. Our social media metrics have improved each month. Our messages are connecting with residents. It's a beautiful transformation to play a small part in.
When I joined the city, I was challenged to find my place in an atmosphere that didn't really put an emphasis on storytelling. Take a look at the "Before" picture on the left. Notice anything? Or rather, notice anything missing? Yep, people. It's like a robot spitting out headlines that's somehow supposed to get people's attention then entice them to click and want more. Spoiler: That tactic doesn't work and I can't imagine it ever will in a world where my sewer messaging is competing with Kim Kardashian's nude selfies.
Before I joined the city, the social media platforms were treated like a dumping ground for meeting notices. It was a bummer because I knew we could do better. I had a front row seat to witness the incredibly dedicated and intelligent experts in the Stormwater Management Division. I wanted to pull back the curtain and show residents what I get to see every day: this team with with their hands in the dirt looking for solutions to protect residents and the quality of life in the city. I wanted to show the passion behind the mission.
My goal was to transform our social media channels from a dumping ground of old meeting notices to eye-catching stories that stop the scroll to show you what happens behind the scenes.
It was an uphill battle at first - and it certainly didn't happen overnight - but take a look at the progress in the "After" photo on the right. That's the Instagram grid five months into my position, grinding and working hard to curate meaningful messaging in an interesting way that actually gets people to stop scrolling. I'm proud to say I created 11 of those 12 projects with help from my team who graciously stepped out of their comfort zones to stand in front of my camera. Our social media metrics have improved each month. Our messages are connecting with residents. It's a beautiful transformation to play a small part in.
The flooding caused by storms is one of the most common natural disasters in the United States. So the city of Alexandria is rising up to protect the future. February 2022
I shot this video on iPhone using Beastgrip Pro equipement. Editing in Photoshop, After Effects and Premiere Pro.
I shot this video on iPhone using Beastgrip Pro equipement. Editing in Photoshop, After Effects and Premiere Pro.
A spot improvement project to increase the size of inlets on Hume Avenue will alleviate flooding for this neighborhood. February 2022
I shot this video on iPhone using Beastgrip Pro equipement. Editing in Photoshop, After Effects and Premiere Pro.
I shot this video on iPhone using Beastgrip Pro equipement. Editing in Photoshop, After Effects and Premiere Pro.
You can save money on your annual Stormwater Utility Fee if you take steps to manage stormwater on your property.
This program is a big deal - and I wanted to give it proper attention in our digital space, so I enlisted the Stormwater Management Division Chief (my boss) to shoot a video breaking down the program and how people can get involved.
In order to keep the video moving, I shot opening and closing sections at the Potomac River waterfront. I used Audition to carefully remove wind noise and give the audio a crisp sound. I shot the question and answer portion in the office using a green screen that I would key and fill in with a blue background I created in Photoshop. I selected upbeat music and used kinetic typography for the graphic questions.
I shot this video on iPhone using Beastgrip Pro equipement and a green screen. Editing in Photoshop, Audition, After Effects and Premiere Pro.
This program is a big deal - and I wanted to give it proper attention in our digital space, so I enlisted the Stormwater Management Division Chief (my boss) to shoot a video breaking down the program and how people can get involved.
In order to keep the video moving, I shot opening and closing sections at the Potomac River waterfront. I used Audition to carefully remove wind noise and give the audio a crisp sound. I shot the question and answer portion in the office using a green screen that I would key and fill in with a blue background I created in Photoshop. I selected upbeat music and used kinetic typography for the graphic questions.
I shot this video on iPhone using Beastgrip Pro equipement and a green screen. Editing in Photoshop, Audition, After Effects and Premiere Pro.
Derek Claytor, a snow commander for the City of Alexandria, breaks down how the City defines road conditions during the snow to keep people safe.
As the communications team pushed out snow information on digital platforms, we noticed a lot of residents were confused by how the City defines road conditions. They're technical terms used in the Public Works industry, but that doesn't necessarily translate to typical residents. For example, a lot of people thought "passable" means bare roads. That's not the case. Graphics and photos weren't helping. So, I asked an expert to explain it to me from the perspective of a driver. Once he started talking, I knew those anecdotes would resonate with people much better than a still image ever could, so I grabbed my iPhone and we shot this.
The first take of this video was actually outside in the parking lot at an angle in front of a line of snowplows, but the wind was brutal and there was nothing I could do in Audition, so we relocated inside and reshot this. I added B roll from a snow operation earlier that week to show the roads as Derek was talking about them. I created supers in After Effects and selected upbeat music. I shot this video on iPhone with Beastgrip Pro equipment. Edited in Premiere Pro and After Effects.
As the communications team pushed out snow information on digital platforms, we noticed a lot of residents were confused by how the City defines road conditions. They're technical terms used in the Public Works industry, but that doesn't necessarily translate to typical residents. For example, a lot of people thought "passable" means bare roads. That's not the case. Graphics and photos weren't helping. So, I asked an expert to explain it to me from the perspective of a driver. Once he started talking, I knew those anecdotes would resonate with people much better than a still image ever could, so I grabbed my iPhone and we shot this.
The first take of this video was actually outside in the parking lot at an angle in front of a line of snowplows, but the wind was brutal and there was nothing I could do in Audition, so we relocated inside and reshot this. I added B roll from a snow operation earlier that week to show the roads as Derek was talking about them. I created supers in After Effects and selected upbeat music. I shot this video on iPhone with Beastgrip Pro equipment. Edited in Premiere Pro and After Effects.
Get a look inside the City of Alexandria's Traffic Operations Center that coordinates with snow plows during snow operations. The center is open 24/7 during snow events. (January 2022)
I love this video because creating it was a challenge.
I was tasked with creating a video to answer common questions people ask about snow operations. The City didn't have a lot of archive material to work with for B roll, and the content it did have, wasn't up to standard, which is understandable since they didn't have someone with video/photography skills on staff previously.
I knew I didn't want a talking-head video because we'd lose viewers. So, I cut the video to have different shots, selected upbeat music and created kinetic typography to use for the graphics of the questions. They're small tactics, but pay off in a huge way.
I shot this video on iPhone with Beastgrip Pro equipment and Rode wireless mics. I set up a teleprompter for the script. Edited in Premiere Pro and After Effects.
I was tasked with creating a video to answer common questions people ask about snow operations. The City didn't have a lot of archive material to work with for B roll, and the content it did have, wasn't up to standard, which is understandable since they didn't have someone with video/photography skills on staff previously.
I knew I didn't want a talking-head video because we'd lose viewers. So, I cut the video to have different shots, selected upbeat music and created kinetic typography to use for the graphics of the questions. They're small tactics, but pay off in a huge way.
I shot this video on iPhone with Beastgrip Pro equipment and Rode wireless mics. I set up a teleprompter for the script. Edited in Premiere Pro and After Effects.
Alexandria Fleet Services technicians jump on any mechanical need to rapidly fix it and get the plows back on the road. Technicians work 24/7 during snow events. Technician Bryan Anderson was repairing a chain for a spreader ahead of snow season to make sure it was ready to go. (November 2021)
Weeks before the snowfall, City crews rehearse transforming fleet vehicles into snow-fighting machines by rigging salt spreaders and plows onto their trucks. It can take up to an entire day to rig the entire fleet. Rehearsing builds muscle memory, so crews are ready to go when they're called in for snow operations. I shot this video on my iPhone using Beastgrip Pro equipment and Rode wireless mics. Edited with Premiere Pro and After Effects. (November 2021)
I created this motion graphic to promote the city's flood grant program, which reimburses residents up to 50% of the costs of installing flood mitigation features in their homes.
Created with Photoshop, After Effects and Premiere Pro on a MacBook Pro to be posted as a video on Facebook and Twitter and carousel post on Instagram. (October 2021).
Created with Photoshop, After Effects and Premiere Pro on a MacBook Pro to be posted as a video on Facebook and Twitter and carousel post on Instagram. (October 2021).
I created this motion graphic to highlight the city's new rain gauges, which measure rainfall to give residents early warning for dangerous conditions, such as flash flooding.
Created with Photoshop, After Effects and Premiere Pro on a MacBook Pro to be a carousel post on Instagram. (October 2021).
Created with Photoshop, After Effects and Premiere Pro on a MacBook Pro to be a carousel post on Instagram. (October 2021).
