A Great Video for a Great Cause
An estimated 10,000 students in the Baltimore City Public School System lack the glasses they need to see the board, read a book, or do their math homework. Warby Parker, along with Vision for Baltimore, bridges the gap in access felt by many students and their families in low-income communities.
We’ve all seen those videos featuring inner-city kids. Open on depressing empty storefronts, close up of shoes laced together over a power line, cut to a puddle.
We didn’t want to make one of those videos because this wasn’t one of those kinds of videos. We wanted to make a video that inspired, not made people feel bad.
The word “vision” has two meanings: the literal and figurative. We decided to focus on the latter. That’s when we found Adam, a Vision for Baltimore beneficiary.
When we started having phone calls with Adam, we realized we were talking to an extremely smart and motivated young man. We didn’t need to write him a script — he was writing his own!
We asked him to tell us about his vision for the future in the form of a letter to himself and captured visuals that matched – all over the course of just one shoot day.
Beautiful storytelling and I love the tagline. I already own Warby Parker glasses but this makes me like them even more.
How We Did It
Let’s get those ideas out of your head and in front of your target audience!