PROJECT

Save a Child’s Heart aimed to expand its reach and engage a broader audience, particularly through social media. The organization sought an animated video that would authentically represent its mission and evoke a genuine emotional response—without resorting to exploitation.

Pre-Production

The first step was research. We reviewed numerous charity videos to identify effective approaches and avoid common pitfalls. Save a Child’s Heart provided extensive information, and I conducted interviews with team members to gather personal stories about their involvement.

I also explored charity marketing strategies, which led me to focus the narrative on the value proposition. Rather than relying on guilt or fear, the message needed to present a positive, compelling solution that people would want to support.

Although Save a Child’s Heart’s story is complex, we needed to simplify it to maximize engagement. I aimed to create a strong narrative through both visuals and narration. The children’s storybook style aligned well with the tone and subject matter, while also keeping production costs manageable. The left-to-right motion in the video added structure and guided the viewer’s attention.

I organized the content using a basic three-act structure: 1) problem, 2) conflict, 3) resolution. The tone needed elements of humor to remain approachable, while still retaining sincerity and authority. Podcasts like This American Life inspired much of the language and style, helping to shape the monologue.

The preparation paid off. When I presented the script and concept, the team approved it unanimously. After circulating the script and storyboard throughout the organization, we refined a few details—particularly around statistics and marketing language.

Production

After the script was approved, I created detailed storyboards and animated the piece using Adobe After Effects. Jillian Welsh provided the narration, and we worked closely to ensure the tone was just right. Rehan Dalal composed an original score that set the perfect mood, enhancing the emotional journey and reinforcing the narrative.