As the Video Coordinator and Photographer at JP, I find myself focusing so much on the quality of our work day in and day out, leaving very little time for self-reflection on the amazing projects I am a part of. On set, my mind is a whirlwind of thoughts and questions, like:
“Did I bring enough batteries?”
“What frame rate am I going to use for this shot?”
“Is my subject comfortable?”
“Is the audio clean?”
“Did I just hear the AC come on?”
When I look back at the photos and videos I take, the realization hits me — “Wow, I helped create that!” These moments help to broaden my perspective, leaving me thinking about how to make it even better the next time. So, before diving into what’s next this year, here’s a roundup of the top three projects that left a lasting impression on both us and our clients and three more that offered me learning moments I’ll carry forward.
Top Three Moments in Focus
1. MedAssist Brand Launch Press Event – Santa Clara County, CA
In first place is our work with the County of Santa Clara on the MedAssist brand launch press event. Our team established their new brand identity (logo, typography, and illustrations), created a brand voice guide, and planned the press event in cooperation with the County team. Additionally, we applied that branding work to several assets translated into eight threshold languages to increase awareness of the program eligibility requirements.
My role came when it was time to capture photos that would record this milestone moment for the MedAssist program. Every shot I took was intentional, telling a story of the hard work put into the final product they were unveiling while also conveying the emotions and importance of their program’s work. The entire day was spent bouncing from one side of the courtyard to another, visually narrating everything from the six-foot inflatable piggy bank representing the cost-saving element of the program to the new logo on display, people smiling in appreciation, and, most importantly, media cameras rolling.
While at times these live events can be stressful and daunting, it’s extremely rewarding to look back at the thousands of photos on an SD card and realize that our involvement was greater than just the creative work that we produced, we played a small role in connecting a community of people with severe allergies to vital support and financial resources that will make their lives better. The success of this project was a source of pride for our team as we not only cultivated an incredible relationship with our client, but also exceeded their expectations with program enrollment goals.
Read more about the event here on our blog: Branding & Expanding: Another Milestone For The Medassist Program
2. The Department of Public Utilities Safe Disposal Photo Shoot
Next, our client, the City of Fresno’s Department of Utilities (DPU), invited us to join a “CARTS” tour to capture photos of one of their sorting facilities. This behind-the-scenes look not only revealed the intricacies of trash sorting but also shed light on the risks associated with irresponsible disposal by residents. While JP has created public education campaigns specifically to emphasize using green carts for green waste, gray for garbage, and blue for recycling; this experience underscored the urgency.
The DPU team wanted to expand awareness that items like fireworks, large batteries, old electronics, gas canisters, and vapes should never find their way into residential carts. But why? I asked the same question. It’s because neglecting to properly dispose of hazardous items can lead to severe consequences, such as fires, explosions, machine malfunctions, and risks to workers’ lives and also potentially resulting in substantial financial loses to repair the equipment and facilities.
My goal for this project was twofold: showcase the sheer volume of waste produced and shine a spotlight on the processes employed by DPU to ensure proper sorting and disposal. Armed with protective gear, briefed with safety instructions, and the smell of trash lingering through the vicinity, I realized it was pretty challenging to make trash visually appealing, so I had to stay focused on the value of the story we were trying to tell. It’s our hope that these photos prompt residents to think twice before disposing of hazardous items in their gray carts.
3. California Highway Patrol “Thrills That Kill” Campaign Launch
The “Thrills that Kill” campaign we developed for the California Highway Patrol was designed to bring awareness to the dangers of street racing and sideshows. As an increasing threat to the public, these illicit activities have resulted in the death of far too many inicident bystanders. Ahead of the upcoming release of the new Fast and Furious movie, our team got to work on a campaign that would combat an anticipated surge in street racing glamorized by Hollywood producers. We coordinated a press conference in Los Angeles the day before the U.S. theater release of the blockbuster film to garner media attention and spread awareness to the public.
The focal point for our event was a staged luxury sports car, similar to those in the movie, deliberately smashed against a street pole to depict the stark danger of excessive speeding in the streets. The backdrop of this installation was topped off with the straightforward messaging, “Thrills That Kill.” This installation made people pause, drawing in local spectators to the area and even the interest of national news agencies. Cameras rolled as parents shared heart-wrenching testimonials of losing their children and public safety officials advovcating for an end to such hobbies. While documenting these moments, I was profoundly moved hearing parents recount their painful experiences, so much so I had to put my camera down for a moment.
Suffice it to say, this press conference was a success in terms of the amount of coverage obtained through news media. However, beyond the metrics, what lingered was a collective sentiment by everyone there that say: the tragic effects of street racing are not worth the risk. This, ladies and gentlemen, is the result of effective marketing rooted in empathy.
Snapshots of Learning
1. Table Mountain Casino Golf Course Photo Shoot
This project was a bit more personal for me, as I enlisted the help of my brother to model in the photo shoot. Throughout the process, I gained two valuable insights:
- Always hire talent who plays the sport you are shooting for; it makes a world of difference in the authenticity of each shot.
- Sunrise is optimal for nature shots as the morning dew is still on the grass, and the area remains undisturbed by other people.
Check out our work from this day on the golf course at EagleSpringsGCC.com.
2. The City of Stockton Business Week Photo Shoot
During this photo shoot, two revelations emerged that helped inform and influence my work:
- There are people working in jobs for everything. That stop sign at the crosswalk? Someone coordinated its placement. The new building around the corner? Someone planned the design and structure to build it. The non-profit organization that helps people in need? Someone works hard to get funding for it.
- Community is everything, no matter where you are. My job? Find it, and show it.
3. The Fresno County Department of Public Health “Unpermitted Food Vendor” Campaign
This project followed the story of a family who started their own business, originally without a health permit. They were soon shut down, which sparked an urgent need to get their business in compliance and back up and running. Part of this campaign told their story to advocate for the importance of the health permit and food safety, while also inspiring others who may be in a similar position that it’s possible to work through the process. The top two things I learned from this campaign where:
- Speaking a second language (Spanish) is an incredible asset when it comes to reaching different communities.
- The comfort of your subject should be your main priority as an interviewer. Make them feel at ease by breaking the ice. The more comfortable they are talking with you, the better responses you’ll get on camera.
Here’s to embracing the excitement and possibilities that lie ahead in 2024!
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Alexandra Carrillo Video Coordinator
