This project was a national rebranding effort for the nonprofit, focused on showcasing their impact on food equity and community health. The video aimed to bring visibility to PHA’s behind-the-scenes role in empowering local partners—organizations doing grassroots work to ensure access to nutritious food.

While PHA intentionally remains in the background, this video brought their mission forward, emphasizing their collaborative model and widespread impact. Through authentic storytelling, real interviews, and a powerful voiceover from Michelle Obama, the final piece captured both the heart and the reach of their work.

Our most prominent challenge was scheduling. On-site, time was a factor—though not a major issue—but we did run into some unexpected delays, like the subway noise at the Chicago Housing Authority. Fortunately, we had incredible on-screen interviewees who were patient and understanding. Despite hard end times, with people needing to return to work or school, we managed to capture everything we needed. In fact, we even had time to squeeze in a smaller sit-down interview, making the most of our shoot.