Digital Brand Strategy, Video Writing and Directing

Challenge: Expand the external perception of the national YMCA organization to a caused-base community builder where joining means so much more.

Insight: People equate the “Y” with a swim and gym destination.

Strategy: Use video storytelling with humans dance to literally reshape perceptions and showcase community impact.

Roles:

• Digital activation strategy

• Engagement ideation and execution including multiple proprietary videos featuring America’s Got Talent Catapult Dance, supporting OLA and social content calendar