The NIB team was a newbie to video marketing, but they knew that they just had to embrace the medium to convey this inherently emotional story. Working within a budget, we devised an economical plan that would have us producing several videos based on a new library of footage. We conducted a coast-to-coast shoot, visiting two of NIB’s larger agencies and featuring a variety of managers and employees.
The National Industries for the Blind came to us with a unique challenge: to define their organization’s mission around the startling statistic that 70% of blind, working-age Americans are unemployed. We developed a series of videos that not only presents the facts, but also positions NIB and its network of associated agencies as part of the solution.
Creating Awareness from Scratch
Interviewing the Blind
While our producers are some of the best, we had actually (embarrassingly) never interviewed blind people before. Although it became quite clear on-site that these individuals required no special treatment. Favata and Jun followed employees during their shifts, capturing the incredibly technical requirements of the job. Whether they worked the phones or the shop floor, these folks were professionals. Favata directed talent to address his voice and provide that “off-camera” documentary look, as they passionately spoke to their pride in having meaningful work; an outlet to support their families and give back to society.
A Rallying Cry
Aptly named “We’re Ready!” The campaign debuted with one comprehensive “keystone” video and two supporting pieces that focused on the manufacturing and service employment opportunities. We later added a a third piece on military contracts. These videos not only serve as NIB's definitive identity marketing, but are also used by agencies looking to attract support from both the blind and local communities. Today, the campaign continues as NIB pivots to address businesses seeking a skilled and specialized workforce to bid on government contracts.
James specializes in exploring new avenues, and who knows, together you may even end up off the map.
Jun Young Yang
Jun has been traveling everywhere (including a place called Anguilla) to document special events and create unique images for clients.
A mother of three and a work mother of a dozen—Tori operationalizes a perfectly rewarding client experience.