50 Years of Girls at YMCA Camp
CLIENT: YMCA Calgary
ROLE: Creative Director
OUTCOME: Video Campaign
In 2022, YMCA Calgary's Camp Chief Hector marked a significant milestone by celebrating 50 years of girls at camp.
As a proud partner of this momentous occasion, we were honored to be invited to support the YMCA Calgary in telling the story of this historic event.
As we embarked on this journey, we knew that we wanted to find a way to capture the essence of this celebration in a meaningful and impactful way. We wanted to tell the story of inclusion and acceptance that has been at the heart of Camp Chief Hector for 50 years. And what better way to do that than to embrace the traditional camp experience and sing around the campfire?
We partnered with local singer/songwriter Kate Stevens to write, perform, and teach a new song to the attendees of Camp Chief Hector, 50 years after girls first joined camp. This special song was not only a celebration of the past 50 years, but it also served as a symbol of the inclusivity and acceptance that will continue to be at the core of Camp Chief Hector for years to come.
The Video
Launched on October 11th - Day of the Girl
As the Creative Director on this project, my role included developing and managing all creative and visual outputs. This included creating the initial ideation deck and video concept, selecting a strong creative and video team to work within a non-profit budget, and providing storyboarding, music direction, and post-production direction. I also worked closely with the client to ensure that the final product met their needs and effectively communicated the message of inclusion and acceptance. Some of my responsibilities included:
Creating the initial ideation deck and video concept
Selecting a strong creative and video team to work within a non-profit budget
Storyboarding and music direction
On-set video direction + post-production direction
Working directly with the client to develop the best product for their needs
On October 11th, the Day of the Girl, we launched the video, and it was an incredible moment for all involved. The impact of this project goes far beyond a single video or ad, as the song will forever be ingrained in Camp Chief Hector's culture, and used to celebrate inclusion for years to come. We are incredibly proud to have played a part in this historic event and to have supported the YMCA Calgary in their mission to make camp accessible to all.
Additional Assets
Sticker Pack
In additional to the launch of the video, a handful of visual assets celebranding girls at camp were devleoped. During this process, I helped direct photogrpahy, as well as supported in the design of stickers, patches, and other illustrative elements.
Photography Sample
Embroidered Patch
CREDIT:
Agency - Park Digital
Singer/Songwriter - Kate Stevens
