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 and celebrating the next generation of leaders. 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 Team and Gailey Murray Communications, we annually 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 air on both broadcast (6ABC) and cable TV networks and are 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.

“As a teacher and architect, I love helping my students build their futures,” Jessica McCollum, Architectural Design teacher

Our pre-production efforts ensure that all decisions are aligned with the campaign goals. We immerse ourselves in learning about SDP, taking time to understand the school district's values, challenges, and overall vision. Our collective research allows us to tell authentic stories that genuinely reflect the District's impact on students and their future. One challenge we face is the selection process, which requires careful consideration. After reviewing potential candidates, we help the District select two teachers and two recent SDP alums who represent success beyond secondary education. Though their stories differ, they all convey the same core message: pride in SDP's ability to prepare students for college and career success. This is a unique opportunity to highlight excelling programs the public may not know about. We dedicate significant time to refining scripts to reflect a cohesive message while honoring each individual's story. Each script reflects personal experiences while supporting our overall theme. To guide the visual direction, we create detailed storyboards that map the ads' visual flow. We capture a strong sense of school community through visuals that connect with the voiceovers, using shots of hands at work in classrooms, smiling faces, and attentive eyes to highlight moments.

Our production strategies bring the narratives to life and reinforce the project's uplifting tone. This series of commercial ads supports the District's mission to accelerate Philly. Additionally, the campaign was instrumental in developing a new employment pathway program with Temple University for the School District's Medical Assisting CTE students. “I AM SDP’ also won a Golden Achievement Award from the National School Public Relations Association, standing out among over 24,000 submissions. 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.