UN STORY
Youtube Channel Launch
Role: Creative Development Director
Agency: Department of Global Communications
Client: The United Nations
UN Story is a digital space where everyone can be a part of The UN. The Youtube channel showcases impactful videos on UN priority issues to raise awareness, change minds, encourage action, and build solidarity.
/ Digital Channel Development + Programming
/ Team Management
/ Video Production
Creative Development
Built and implemented a content plan for the UN Department of Global Communications. The 2022 roadmap consisted of a new creative development process and organizational structure that included video verticals, programming, and production plans. Collaboratively, we launched a new Youtube Channel: UN STORY ! Throughout the consultancy, I worked to organize production team members into pods and assign producers to verticals. The work included harnessing the teams collective talent to collaborate on new ideas. I led the charge in visual branding, new series formats, and collaborating cross-departmentally within the UN.
/ Series Formats
/ Video Direction
/ Team Management
/ Youtube Data Optimization
Programming Plans
An Integral part of the new channel was empowering senior producers and team directors with a programming and production plans. The Department of Global Communications Annual calendar worked as our guide to schedule production around pre-planned events. Publishing and scheduling was further informed by metrics tools like Youtube SEO program VIDIQ.
Creative Development
Worked closely with UN leadership to gain a deeper understanding of their content goals. Together, we built a processes that served the individual team-member posts, the collective team reporting, and the editorial goals of the Department of Global Communications. I worked closely with senior producers to develop and re-develop existing series and formats, through a Youtube first lens. The documents outlines series ‘Beats’, insights, core messaging, and Youtube title proposition.
Visual Branding
Worked independently and with team members to create branding guidelines for the Channel: Thumbnails, Titles, Banner, Etc. In addition to the channel, I spearheaded and delegated branding guidelines for independent series that included graphics packages, shooting guides, and production greenlight documents.
Development Workflow
Youtube Optimization
Youtube First Video Formats
Visual Branding for News & Reporting
New & Re-Developed Series
Global Focus
Global Focus is a new expert led explainer series that shares information from UN annual reports. Annual reporting is an essential function of the United Nations. The Global Focus series format is expert-guided videos that go into depth on these reports as well as important and often controversial issues. Guided by the experts, the audience gains insights, a thorough historical context, and facts as reported by the UN. The aim of this series is to share information and build support for action on major issues affecting the world.
In-Brief News Series
In-Brief is a short doc news series that demonstrates the work of the UN, specifically through current events and happenings surrounding the DGC annual calendar. The series focuses on global leaders, interiors devisions of the UN, as well as foreign meetings and diplomacy.
Global Lens
Global Lens is a re-developed series from the UN Channel’s flagship documentary series UNIA. Global Lens is a series about an individual who is confronting injustice and challenges in their community. By walking the audience through a step-by-step process of how they are creating a solution, the series gains a deeper insights about the character’s journey and history of injustices globally. The series aims to educate the audience as to build empathy and inspire practical solutions.
Series Branding: Global Focus
Designs by Joon Park, Producer Francis Mead
