PROJECT
Budget 102 Public Service Announcement Video
“What does it take to keep a city running?” This PSA educates the public about the cost of maintaining a city. A man runs through town, past roads, playgrounds, fire engines, and police cars, each accompanied by its dollar value, illustrating how taxes fund everyday city services.
CHALLENGE:
The challenge was to communicate the real cost of maintaining city services in a way that felt engaging rather than bureaucratic. Abstract budget numbers needed to become something the public could quickly understand. The project also required close collaboration with videographers across multiple locations with limited resources.
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. For visual style, I drew from Budweiser commercials, favoring a gritty, industrial aesthetic that matched the city’s infrastructure. A City of Columbia employee volunteered as the runner. I created the shot list and collaborated closely with videographers to capture the action.
ROLE:
Concept, Design, Illustration, Motion
CLIENT:
City of Columbia
DELIVERABLE:
Video/Web/Social Media