30,000 is a travel app focused on building a connection between people and place. I partnered with 30,000 to develop a video series about place along the west coast of the United States that would be featured on 30,000 app.
Through the eyes creators
In collaboration with 30,000, I wrote scripts that captured the personalities of people who were creating their own path. To launch their video platform, 30,000 wanted to tell the stories of the individual. From food to architecture, these were people living every day to the fullest and approaching life differently. The project goal was to drive people to the 30,000 app.
I conducted 30 interviews with entrepreneurs, travelers and architects among other creatives. Each had a unique story to tell about how they are defining their craft. From the creative bursts to stagnant growth, I wanted to hear about what drove them to strike out on their own.
From interview to script, I tried to understand their personalities and what path they took to their professions. I outlined their core beliefs to communicate the identity they have carved out in the world and how they view their place in life. The client 30,000 wanted videos that would inspire a whimsical desire to go out and create.
"I had a ball. I was too excited to wait until morning to get started. By sunrise, I was half exhausted because I was chomping at the bit early."
Art in motion
Crucial to each 30,000 series was a compelling story framed by beautiful visuals. I approached scripting with a fascination in how motion could highlight the detailed anecdotes to the big picture perspective of each profile.
For back-to-land architect living off the grid in Northern California's Redwood Forrest, it was his relationship to wood and how he built structures where glass, steel and wood all infused into one. For the entrepreneurial baker, it was a poetic appreciation for the journey a grain follows from seed to coming out of the oven. Regardless of the person, at the core of their story were themes that could create strong narratives for engaging content.
Sustainable creativity, optimal reach
The client requested each story focus on sustainable thinking. Not only were these people creating unique and interesting art, they were doing it in a way that focused on a future where others could do the same. Understanding environmentally responsible approaches, the ideas were presented as large, but the carbon footprints were small.
With a sustainable focus, each video was optimized for posts and shares across social media influencers and art-centered blogs. The project resulted in a combined 100,000+ YouTube views and drove thousands of new users to the 30,000 app.
"I was looking for a way to have a living where I was a harmonious part of the ecosystem. It almost got to me as a way of a spiritual calling."