Producer, Director, Lead Writer
DIRECTIVE: The National Association of Secondary School Principals collaborated with the College Board to develop Leading Success, a free online toolkit for school leaders that integrates current research, planning strategies, and implementation tools with video interviews and real-world examples of school improvement strategies. I was tasked to visit eleven “turnaround” schools in ten different states and create videos to support ten corresponding learning modules that would illustrate concepts and inspire confidence among principals, school leaders, and other administrators who wish to implement similar strategies toward improving schools and districts of their own.
EXECUTION: The project, from pre- to post-production spanned most of 2012. From February through May, I traveled to each of the 11 schools along with a Director of Photography, directing shoots, conducting interviews and capturing b-roll. Locations spanned the continent: San Diego, Miami, New York, Arkansas, Wisconsin, Virginia, Texas, and Chicago. After production, I wrote, edited, and produced each set of videos for each of the ten learning modules. The result: 28 short-form videos as well as 11 school profile films. As the project drew closer to launch, I was tapped to write the web text for LeadingSuccess.org, having been so closely involved with each step of production. The first five modules launched in July. The final five followed in October.
RESULT: A majority of the site’s visitors went on to view multiple video modules and downloaded the worksheets, activity guides, research, and case studies. Per the College Board's metrics, LeadingSuccess.org had the highest audience engagement ever for a project of its kind.