The Need

Until recently, Latin Americans United for Progress had been in search of a permanent executive director for several years. In that time, without consistent and long-term leadership, confidence in the organization has waned. After LAUP’s board selected a long-time member of the community to serve as its new ED, they needed to not only introduce their elected leader, but they needed to reinstill confidence in the organization. They reached out to me to create an introduction video for their fundraiser gala.

I sat with Johnny and he shared his story with me. That conversation allowed me to hone in on a single theme: identity. His lack of strong identity as a youth set him on a path to trouble, but when faced with expulsion from high school he was forced to consider all the positive influences in his life, including LAUP, and choose to make a change. The theme of identity played perfectly with the theme of the gala where the video would be featured: “stronger together.” By showing Johnny overcome obstacles with the help of LAUP and other organizations, he is able to demonstrate that the Latino community in Holland is stronger together. Johnny’s story is relatable in his community and gives him first-hand experience that becomes credibility as the new director of LAUP.

the results

Thanks to Johnny’s willingness to dive deep into his own story, we were able to create a short film that instills confidence in the direction and leadership of LAUP. The video was integrated into the LAUP gala in a way that allowed Johnny’s first speech as LAUP’s ED to really drive home the point that with a strong identity, we are stronger together.

LAUP – Introducing Johnny

A film was needed to instill confidence in LAUP’s new executive director, Johnny Rodriguez.