SB 1383 is California's New Climate Action Bill aimed at reducing organics waste. This digital marketing campaign was targeted at the community of West Hollywood, informing them that organics waste is now going to be accepted in their curbside bin.

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The Goal: Educate and inform our customers about what this bill means for them in an engaging and friendly way 

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My Role: I lead point on directing the video content, managing the content calendar and creating visual assets for social channels. Working off of a marketing persona I developed, I was able to determine the target audience for this campaign. I found that young middle-class working people between the ages of 22-35 were in need of the most help when it came to recycling education. This campaign targeted these folks by following social media trends, using humor, and having a fresh voice. I created visual assets using current trends (dude with a sign) to appeal to our audience. (and yes... It IS possible to direct a photoshoot while dressed as a raccoon in the middle of summer). I directed, scripted, filmed, and edited the YouTube video with a humors "news caster" tone.  The assets for this campaign included a motion graphic video for social, a long form YouTube video, and static images. Using Facebook Ads Manager, we designed a campaign targeted at the West Hollywood neighborhood with A B testing to determine what assets were most successful.