PROJECT

CHALLENGE: 

IThe challenge was to communicate the real cost of maintaining city services—roads, public safety, and infrastructure—in a way that felt engaging rather than bureaucratic. The concept needed to translate abstract budget numbers into something the public could quickly understand and emotionally connect with, while working within the constraints of a small production team and limited resources.
Production-wise, the project required close collaboration with videographers while remaining flexible on set. Visual consistency was also a challenge, as footage was captured across multiple locations and lighting conditions.

SOLUTION: 

I developed a concept inspired by Rocky—a man running through town past fire engines, police cars, roads, and playgrounds, each item labeled with its cost. The runner symbolized both the working taxpayer and the city itself: tired but determined, empowered by effort. I titled the video “What Does it Take to Keep a City Running?”
For visual style, I drew inspiration from Budweiser commercials, favoring a gritty, industrial aesthetic that matched the city’s infrastructure—construction, road maintenance, and public services. A City of Columbia employee volunteered as the runner. I created the shot list and collaborated closely with videographers to capture the action. The result was a dynamic, educational PSA that made complex financial information tangible and engaging for the public.