Scope of Work

I contributed to this campaign as a creative lead and editor, shaping content designed for social platforms and YouTube. The campaign centered around short-form video series featuring real donors and advocates addressing common questions and misconceptions about blood stem cell donation, such as:

• “How quickly do I need to make a decision?”

• “Do I need insurance to donate?”

• “Does ethnicity matter in finding a match?”

My Role & Contributions

• Creative Direction & Content Strategy:
  Developed campaign messaging frameworks and visual tone guidelines to ensure clarity and approachability while respecting the seriousness of the topic.

• Video Production Supervision:
  Oversaw scripting, talent coordination, styling, and set design for all shoot days, ensuring each video felt human, warm, and community-focused.

• Community Representation & Cultural Relevance:
  Helped ensure representation of Asian American, Pacific Islander, and other historically underrepresented donor communities within casting and storytelling.

• Post-Production & Social Media Packaging:
  Directed thumbnail design, typography overlays, and social-first edits optimized for engagement on YouTube and Instagram.