Birmingham Reframed
Campaign Design /// Motion /// Film

A social media campaign highlighting Birmingham, Michigan as a destination for arts and culture enthusiasts.

Project Partner(s): Nidhi Srikanth & Owen LaBelle

Project Roles: Concept Lead, Co-Motion Lead, Video

Software Used: Adobe Photoshop, Illustrator, Premier Pro, & After Effects

Above - 30 Second Campaign Overview

Description:

This campaign is an exploration and redefinition of the city Birmingham, Michigan. After plenty of research on the area, activities, events, and demographics, we knew we had to target young people or new people to the area for this campaign, to quite literally reframe Birmingham as not a rich, snobby business town but a beautiful and large town home to all sorts of people and places to visit, like parks, local events, cultural art exhibitions and more.

Above - Social Carousels

Above - Reel Mockups

Above - Desktop Motion

Process:

Our process began with research into Birmingham’s history, culture, demographics, public perception, and defining characteristics. We found that the city was often perceived as soulless and corporate, a place primarily associated with wealth and business. At the same time, our research revealed a vibrant creative landscape, with abundant public art, cultural institutions, creative opportunities, and events throughout Birmingham and the surrounding area.

This contrast became the foundation for our campaign. We set out to reframe Birmingham as a city alive with creativity and culture, a place where art is an integral part of the city’s identity. With this message established, we developed a social media campaign spanning still posts and video reels that spotlight Birmingham’s arts and cultural offerings. We captured on-site footage and developed a multifaceted color and graphic system inspired by overlooked visual features of the city, creating a cohesive identity that brings its creative character to the forefront.

Above - Innitial Research Presentation

Above - City Research, S.W.O.T, Moodboarding, Personas, Storyboarding, Script Drafting & Shot List

Above - Social Post Process

Above - On-Site Filming

Above - Final Campaign Presentation