Silkroad: Narrative Strategy & Campaign Video

Brief
Silkroad was transitioning from Yo-Yo Ma’s founder-led ensemble into a broader cultural institution under new leadership. The challenge: translate an evolving vision into a narrative that honored legacy while inspiring belief in a new chapter.

Idea
A strategic film that humanized the brand and framed the transition through the voices of its artists and leadership, intimate enough to carry Yo-Yo Ma’s legacy, bold enough to position Silkroad’s expanded mission.

Role

• Created treatment and visual guidelines to define look and tone

• Wrote and led interviews; directed talent and guided DP on set

• Managed production logistics across two locations (Boston + North Adams, MA)

• Co-directed edit, shaping narrative arc and final cut

• Worked closely with the executive director to align story with institutional goals

Execution
Five-day shoot with a crew of four and ten featured participants. The film wove interviews, performance footage, and visual motifs into a unified story. Delivered as an internal strategic video for fundraising and board alignment.

Impact

• Used in high-level donor and board meetings during leadership transition

• Helped secure buy-in from major funders and stakeholders

• Provided internal teams with a clear narrative anchor for the organization’s next chapter