Role:

Art Director | Executive Producer | Storyteller

Brief

Capital One launched a nationwide Day of Service initiative encouraging associates across all markets to volunteer with local nonprofits. I was selected to lead the creative storytelling for the Los Angeles market, capturing their community partnership with The Brown Bag Lady, a nonprofit supporting the unhoused in downtown LA. The objective was to create a documentary-style video showcasing humanity, empathy, and Capital One’s brand pillars of diversity, inclusion, and belonging—while highlighting the emotional and cultural resonance of local volunteerism.

Approach

I approached the project through the lens of purpose-driven storytelling: not only showcasing the work being done, but also the human connection that ties corporate responsibility to community action. I wrote the script, developed interview questions, and shaped the emotional tone—ensuring the story honored both Capital One’s mission and The Brown Bag Lady’s grassroots impact.Key creative decisions included:

• Directing the cinematographer to capture candid, joyful, and emotional moments—from associates packing toiletries to heartwarming community interactions.

• Highlighting employee reflections on what service means to them—making the message personal and authentic.

• Shaping the narrative to emphasize mutual empowerment: how corporate support elevates small nonprofits, and vice versa.

I pulled visual and tonal inspiration directly from The Brown Bag Lady’s origin story—how her compassion turned into a movement—which I wove into the visual storytelling arc.

Obstacles & Challenges

• Coordinating two production locations (warehouse + distribution site) in dense downtown Los Angeles where parking and crowd flow were complex.

• Navigating live interviews during active volunteering, requiring flexibility and real-time direction to get usable footage.

• Working across teams including an external cinematographer, an Emmy-winning editor, and nonprofit leadership to maintain a unified tone and clear logistics.

Results

• The final video was featured in internal communications, national market calls, and Capital One bulletins across the country.

• Delivered the completed project 2 weeks ahead of deadline despite a tight one-month turnaround—recognized for excellence in planning, execution, and editing precision.

• Helped boost associate engagement and morale, encouraging others to volunteer and connect deeper with the company’s mission.

• Received direct praise from:
  Project Managers for end-to-end creative leadership

• Emmy Award-winning editor Trent Hilborn, who called it one of the most seamless post-production experiences due to my editing fluency and vision clarity

• Company leadership during regional calls, highlighting my work as a frontline associate leading brand storytelling at a national level

Art Direction Highlights

• Defined the visual and emotional aesthetic: warm, human, hopeful, and community-driven.

• Directed all creative phases: from scriptwriting and interview prep to live shoot coordination and frame-specific video revisions.

• Oversaw external partners while ensuring brand compliance with Capital One legal, HR, and DEI teams.

• Maintained narrative clarity by blending voices from associates, nonprofit leadership, and direct community impact—resulting in a cohesive, heartfelt mini-documentary.

Tools & Software Used

• Editing: Avid Media Composer, Adobe Suite, Vimeo (collaborative feedback)

• Planning/Story Development: Google Docs, Sheets, Slides

• Filming Gear: Sony A7R III, DSLR prime lenses

• Post-Production & Delivery: Scripted and reviewed edits to the millisecond for seamless storytelling flow