During my junior year, the Martin Luther King Jr. committee here at ASU held a contest where all the teams within the class had to create an MLK campaign for the following school year. The team I was on, Motif, was chosen to showcase our MLK campaign for the 2022-2023 school year, thanks to the impactful slogan we crafted: "Every Story Matters. Their Story. Your Story. Our Story. What's Yours?" The team consisted of talented individuals - Claire Sprunger, Hayden Fraizer, Nicole Rademacher, and myself - who worked together on this project to create a digital campaign that centered on the importance of writing and emphasized the idea that no matter who you are, every person has a unique story to tell. Our winning campaign, 'Every Story Matters,' aimed to inspire people to share their stories by highlighting the power of collective storytelling. The campaign's main promotional image - featuring a newspaper background from 1965, during the civil rights movement - underscores the notion of a shared story, where each individual's narrative adds to the collective story of humanity. By posing the question "What's Yours?" we hoped to encourage viewers to reflect on the significance of their own stories and consider the role they play in shaping the world around them.
Below are a gif and a video I created for the 'Every Story Matters' campaign. Despite my limited experience at the time with After Effects, I was able to teach myself how to animate the Gif and handwriting shown in the video in just a few hours. The Gif was designed for the header of the client's website, and it serves as a visual representation of our concept that everyone has a unique story to tell. The gif showcases various handwriting styles and communicates how our handwriting is influenced by different factors and experiences in our lives. The video, on the other hand, was created to be displayed on LCD screens across all ASU campuses, as part of the digital component of the campaign. Through this video, we wanted to focus on the stories within our community here at ASU by asking students here what the most important part of their story is.
In addition to designing t-shirts and bookmarks, the client requested that we expand the campaign to include other collateral as we saw fit. Given that our campaign focused on the importance of writing and storytelling, we decided to incorporate various writing instruments that have been used across generations - pencils, pens, and crayons. We believed that this would serve as a subtle yet powerful reminder of the universality of the written word and how it has been used to express our individual and collective stories throughout history. To ensure consistency with our campaign image, we also integrated the newspaper print into our t-shirt design. Overall, we aimed to create collateral that would not only complement the campaign but also serve as a tangible reminder of the power of telling your story.