VIDEO
Overview
Led art direction for a series of short-form videos highlighting Via’s impact on public transit across U.S. cities, designed to engage riders and city leaders. Also, showcase the teams behind successful launches, while highlighting the on-the-ground teams that sustain these services.
​
Challenge
Deliver relatable, high-quality video content on a limited budget that felt accessible, trustworthy, and engaging to diverse audiences.
​
Solution
Hiring local talent would have exceeded the budget, so the team, including myself, stepped in on camera as riders. Everyone multitasked, taking on multiple roles as actors, videographers, and interviewers capturing real passengers riding the service, ensuring authentic storytelling while staying on budget.
​
Role​
-
Directed on-site content creation and production
-
Defined look, tone, and narrative across assets
-
Partnered with marketing and local teams to execute
efficiently under budget
Impact
The videos generated strong engagement and reach, with one surpassing 860K views, supporting brand awareness efforts and reinforcing Via’s value to riders and city stakeholders.
​
Credits: Dean Tucker, Jessica Aujero, Grace Kim, Tatiana Lam
Brand /
Via
Role /
Art Direction
Video Content Production