From the start, we knew that this would be a documentary-style campaign, as Melinda and Loizou explored the possibilities of capturing stories in New Orleans, Lincoln, and Detroit — cities where the Good Food For All initiative thrived and began to close the gross food inequities exposed by the pandemic. In pre-production, Alexandria and Favata worked with PHA to identify the right local partners that depicted PHA’s vast yet hyper-local infrastructure. We also conducted preliminary interviews with a short list of program participants to select the most diverse stories that best resonated with viewers.
Good Food For All Campaign
LAI Video was humbled to work with Partnership For a Healthier America to bolster its signature initiative. Since 2020, the Good Food For All program brings affordable, high-quality food to all communities. And as the initiative has delivered over 18 million servings of vegetables across the U.S., we embarked on a multi-faceted, storytelling campaign to tout the successes of Good Food for All, while reminding donors that the work is far from over.
Show Don’t Tell (or Put on Social Media)
On-site, Favata, Jun, and Alexandria filmed our subjects inside their homes, eliciting their moving accounts while reenacting the joy of receiving a box full of fresh produce. Throughout filming, we strived to collect the most personal stories, while allowing PHA and its partners to provide context around the concepts of food equity and nutrition security. And despite a cast of powerful on-camera participants, we knew that some critical information would translate better in a different media. Looking to arm PHA’s social media accounts with supporting collateral, we designed a parallel strategy for Instagram. From memorable quotes to striking statistics (how many servings of carrots has GFFA provided??), Tiffany and Rob developed two dozens posts that celebrate the programs most breathtaking milestones.
A Cut Above the Rest
In post-production, Rachael put together a heart-warming, short film that transports viewers across the country to connect with our story’s families. Working with the same content, we also produced a 60 second branding video for GFFA, that quickly defines “food equity” and overviews Good Food For All’s ambitious mission. That shorter video, along with other cutdowns, also doubles as a trailer for the seven+ minute documentary, which debuted at PHA’s 2022 Food Equity Summit prior to a conversation with former First Lady and PHA Honorary Chair, Michelle Obama. Whether playing to captive viewers or targeting specific audiences, we’ve cut various versions of these remarkable stories to best promote PHA’s never-ending work.
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.
Jun Young Yang
Jun is the Director of Photography for LAI Video. His sharp eye and even sharper focus have earned him a reputation as an industry-leading cinematographer. He started his career freelancing before becoming a staple on the LAI Video team.
Rob Kramer
As our Associate Creative Director, Rob Kramer leads the animation team and directs a range of client projects. With his suite of production and design skills, he creates one-of-a-kind styles that seamlessly mesh with your narrative.
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.
James Loizou
James Loizou leads the team at LAI Video, building the Emmy® Award-Winning agency from scratch over the last 15 years. His innate balance of creativity and methodology guides our team forever forward towards innovation.
