Rise and Be Not Afraid

Catholic Services Appeal 2020 for the Archdiocese of Detroit

In 2020, amidst the trials of a global pandemic and during my tenure as Creative Director and Senior Producer, the Archdiocese of Detroit embarked on a critical campaign: the Catholic Services Appeal. The theme chosen, "Rise and Be Not Afraid," was both a call to action and a source of comfort during an exceptionally challenging time. I was tasked with developing and leading a project that needed to be both inspirational and sensitive to the prevailing circumstances.

I wrote scripts and copy, scheduled the production, kept track of the budgets, and planned out the production days, graphic design milestones, and post production timelines. I also managed the set and directed actors throughout those production days. The pandemic presented unique obstacles, including restrictions on locations and the size of the production team. My role involved navigating these constraints while ensuring that the campaign stayed true to its mission and the Archdiocese’s brand.

One of the standout elements of the campaign was the hero video. This piece was central to our strategy, designed to capture the essence of our theme and resonate with viewers despite the limitations imposed by the pandemic. Directing this video was a particularly rewarding challenge. It required meticulous planning and creative problem-solving to ensure we could produce a high-quality film while adhering to state-wide guidelines for masks and sanitization.

In addition to directing the video, I was responsible for the production and art direction of all associated materials. This encompassed a range of assets, from digital content to print materials, each crafted to reflect the campaign’s theme and the Archdiocese’s values. The goal was to create a cohesive visual narrative that could inspire and uplift the community, despite the physical distancing and social isolation prevalent at the time.

The result was a campaign that successfully engaged the community, offering a message of hope and resilience. We were able to deliver all materials on time, maintaining high standards of safety and quality throughout the process. The campaign not only met its objectives but also demonstrated how adaptability and creativity can overcome significant challenges.