Empowering the Next Generation of Achievers

Education empowers us to challenge ourselves and others while forging new paths toward success and self-fulfillment. The School District of Philadelphia embraces this by putting students first, nurturing passionate learners, and celebrating the leaders of today and tomorrow. This commercial video production series aims to shift the District's narrative by showcasing how students are prepared for college and career success while also spotlighting the outstanding educators who bring their best for students every day. Working alongside the District's Marketing Officer Kathryn Block, and Consultant Tom Gailey, we produced four 30-second TV-ready ads for the "I AM SDP" campaign. From initial strategy to final network delivery, we played a key role in production and shaping the campaign's visual message. The spots aired on both broadcast (6ABC) and cable TV networks and were part of a broader multimedia campaign that included billboards, bus shelters, transit ads, and radio ads. "I AM SDP" was designed to foster inclusivity and aspiration, uniting students, teachers, staff, decision-makers, and SDP's vast community.

"When I was a Philly public school student, I tried a computer apprenticeship. It changed my life. " - Shanelle Lockhart, Technology Teacher.

Our pre-production efforts ensured that all decisions were aligned with the campaign goals. We immersed ourselves in learning about SDP, taking time to understand the school district's values, challenges, and overall vision. Our collective research allowed us to tell authentic stories that genuinely reflect the District's impact on students and their future. Our first challenge was the selection process, which required careful consideration. After reviewing potential candidates, we helped the District select two teachers and two recent SDP alums who represent success beyond secondary education. The featured individuals include Armond James, an English teacher; Shanelle Lockhart, a computer science teacher; David Fernandez, a recent graduate from Strawberry Mansion now studying engineering at Temple University; and Angelina Seang, a recent graduate now working as a pharmacy technician with Penn Medicine. Each profile was selected to represent a diverse range of backgrounds and experiences within the District. Though their stories differ, they all convey the same core message: pride in SDP's ability to prepare students for college and career success.

We dedicated significant time to refining scripts to reflect a cohesive message while honoring each individual's story. Each script reflected personal experiences while supporting our overall theme. To guide the visual direction, we created detailed storyboards that mapped the visual flow of the ads. We captured a strong sense of school community through visuals that aligned with the voiceovers, using shots of hands at work in classrooms, smiling faces, and attentive eyes to highlight key moments. These elements brought the narratives to life and reinforced the project's uplifting tone. The result was a series of commercial ads that support the District's mission to accelerate Philly. Additionally, the campaign was instrumental in the development of a new employment pathway program with Temple University for the School District's Medical Assisting CTE students. Overall, our work attempts to reshape public perception and underscore the District's ongoing commitment to creating positive outcomes for students. I AM SDP is more than a tagline. It is a movement to unite those shaping education in the great city of Philadelphia.