Brief
The department was under donor scrutiny and struggling with misalignment, its purpose and value unclear both internally and externally. The challenge: reposition the program and deliver a unifying campaign that could secure funder confidence and resonate with new audiences.

Idea
We Are All the Center: a campaign platform reframing the program as collective, community-driven, and aligned with the Kennedy Center’s legacy.

Role

• Created the treatment and shot list for the anchor film

• Directed the video on set, guiding talent and creative tone

• Managed production logistics, including outreach to participants and shoot coordination

• Led discovery (SWOT, interviews, audience research) and developed the messaging framework

• Oversaw rollout, including adaptation into social cutdowns and fundraising decks

Execution
A participatory film shoot featuring local artists, staff, and community members. Supporting assets included a message framework, visual guidelines, and fundraising materials, ensuring the campaign lived across channels.

Impact

• Used in high-level meetings with Fortune 500 donors

• Helped secure funder buy-in and internal alignment

• Elevated Social Impact as a core Kennedy Center initiative