Starting with the class of 2020, DCPS Persists will provide graduating seniors with a support network, coaching, and tools to help them transition to college and succeed at their new institutions. With nearly 80 percent of jobs in Washington, D.C. requiring some form of post-secondary education, the school system recognized that these resources can play a valuable role in helping students achieve their full potential.
"You Got This”
DC Public Schools came to us looking for a memorable way to introduce its new DCPS Persists program, an initiative designed to raise the college graduation rate of DCPS alumni. Inspired by popular social media trends, we produced a promotional video that speaks comfortably to a TikTok generation fluent in influencer culture, reminding students that as they take their next steps ahead, DCPS has their back.
A Familiar Face
Casting the Coolest People (Us)
After learning about the program’s goals, Melinda, Favata, and Alexandria put their heads together, conceptualizing a relatable approach for high school seniors whose school year was anything but typical. Using our own team members as the video’s featured coaches, we prepared a message for social media-savvy viewers – even more befitting for a class that unexpectedly spent its last few months of the school year online.
Filming DIY-Style
Embracing a self-produced aesthetic, we set out to emulate the original content creators propelling some of Gen Z’s favorite social media apps. As scriptwriter, Justin wrote a fast-moving and entertaining promo that featured De’von, Favata, and Tiffany as our spokespeople. Mike mimicked popular app motion trends, including the “clone effect” and “which are you” filters. Striking a balance between a user-generated aesthetic and a carefully thought-out commercial, the final video inspires confidence among DCPS graduates that they’ve “got this” – and that their Persist coaches are here for them, too.
James Favata
As the Vice President of Creative at LAI Video, James offers his docu-style and motion graphics expertise to transform brands and campaigns. He’s won numerous accolades, including two Emmy® Awards as a Director, for his incredible storytelling and vision.
Tiffany Lewis
As our Creative Director, team leader, and motionography expert, Tiffany embodies LAI Video’s innovative identity. Throughout her 12 years of extensive creative, strategic, and production experience, Tiffany has earned two Emmy® Awards and widespread industry recognition.
De'Von Wellesley
De'von has a diverse background; from filming in night clubs to fashion models and music videos.
Alexandria Kelly
Coming to us from Hollywood, Alexandria brings a jet set, never-quit work ethic.
Melinda Foscato
Melinda brings more than 15 years of broadcast, digital, and production experience to her role as VP of Business Development and Creative Strategy. She builds strong, fruitful relationships and supports clients with a passion for storytelling and media strategy.
Mike Clinger
Mike is LAI Video's Motion Graphics Designer and an integral part of all animation and design projects. His knack for style and storyboards helps our clients visualize their project and build successful brands.
