Giving a Global Foundation a Modern Public Voice
The fast-growing philanthropic organization the Yael Foundation is one of the largest investors in Jewish education across multiple countries, with a mission to strengthen emerging communities and expand access to high-quality learning environments.
When they began shaping their public presence, the team brought me in to develop and produce a series of trend-inspired pieces, with the aim of communicating their energy, drive and mission to new audiences via social media.
CHALLENGE
Trend-based content is great for a visibility boost, but the audience tends to move on quickly to the next thing.
In order to retain viewers’ interest in the foundation, we would need to leave a more meaningful, long-term impression.
PROCESS
Working on-site with the Yael Foundation team in Tbilisi, Georgia, I produced three short videos in line with recognizable social trends.
Beyond this starting point, we also set out to capture the confidence, community, and joy present in Yael Foundation schools — from directing students to refining visuals and crafting the final copy lines.
These videos were designed to pique the interest of leaders, educators, and other potential supporters, spreading awareness of the Yael Foundation as a strong partner in the Jewish education space.
RESULTS
Gave the Yael Foundation a contemporary, energetic first layer of public storytelling
Created a set of videos that reflect the high quality modern Jewish education made possible by their efforts
Delivered content that their staff felt captured “exactly the tone and spirit” they hoped to communicate