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“Love Our Students, Not the Labels” campaign.

Watch one video version here: https://www.youtube.com/watch?v=FWV958vgjiQ

In April 2015, the California Charter Schools Association commissioned me to help them in their campaign to help support the pioneering Dr. Ref Rodriguez in his historic election for a seat in Los Angeles Unified’s School Board. So I conscripted a team of the most talented, ridiculously bold-thinking brothers and sisters of mine to do things LA has never seen before in politics, much less a school board election. In addition, we wanted to make sure that kids and their education was what this was all about: not hate, mudslinging or politics, but genuine people with beautiful stories behind all of this. Long story short . . . he won!

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The details: we created a multi-layered campaign that first involved filming unscripted and authentic interviews with families, teachers, students and leaders from all walks of life in LA, whose lives had been profoundly and positively affected by charter schools and Dr. Ref Rodriguez. We then quickly created multiple versions of our footage (one of them above) to try out different digital segmentation experiments in Board District 5, and adjusted accordingly based on our findings. In 2 weeks, with almost no ad budget, we were able to collectively accumulate approximately 40,000 views directly in the contested board district!

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In addition, we constructed a 2 day pop up art installation in an empty shop corner donated by a supporter on a busy street in Silver Lake, where we projected our video onto the roof outside the building for pedestrians passing by to inquire about what we were doing (an opportunity to talk about candidate and the need to vote),  as well as inside the building. We built an contemporary artistic voting booth where we housed Ipads that showed the website we designed for the campaign to help grab information and explain Dr. Ref’s story, along with hanging polaroids from his childhood. The ideal balance between past and future.

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