One of Susan G. Komen’s main fundraising pathways is their Race for the Cure. They recently rebranded this event as the More Than Pink Walk, to make it less about racing and more about saving lives. Susan G. Komen’s team asked us (Blue State) to create two promotional videos to spread the word, get people excited about the walk, and entice them to register and fundraise to fight breast cancer.
With our scripts as our guide, we first aligned on storyboards, choosing specific b-roll footage moments from past events (provided by Susan G. Komen) that would elevate the voice-over recordings in a moving way. I subsequently pulled the selected footage files into Adobe Premiere Pro and After Effects along with our voice-over recordings and began to stitch together each footage clip and soundbite into a quilt of inspiring messaging and moments captured at these life-changing events. This required syncing, cutting, splicing, timing, and mixing music files so that they seamlessly support the emotive journey in the script.
After finalizing the two videos we had originally scoped for, we did a slight re-write of one of them to customize it for the current COVID-19 climate, during which Susan G. Komen has had to cancel all their Spring walks. The result was the final video below, created with the intention to instill hope that we’ll be together again soon and encourage signups for the rescheduled events.
