Finding the Eastern Wolves was an eight-month project for the non-for-profit, Earthroots. Working in a small team, we planned and executed a 12-week social media campaign consisting of nine short videos for social media (Instagram) and one short documentary (YouTube).
Earthroots
A not-for-profit organization dedicated to protecting Ontario’s wilderness, wildlife and watersheds. Their mission encompasses research, education, government consultation, conservation planning and non-violent direct action.
Earthroots wanted to build a younger audience base in Ontario to support future campaigns and show up for calls to action. They also wanted to bring attention to and raise awareness for the threats Eastern wolves in Ontario face and how the general public can help. To address these needs the team came up with a comprehensive goal:
- To enhance Earthroots’ social media presence to appeal to young individuals interested in advocating and protecting animals and the environment.
- To increase Earthroots’ Instagram engagement by 5% over a 12-week campaign.
Videographer – Primarily responsible for operating cameras, recording interviews and b-roll, and managing video files.
Documentary Director – Responsible for the creative vision of the documentary and directing the crew to achieve the vision.
Documentary Editor – Responsible for editing the final documentary.
- Collaboration in working with the team to ideate and execute the production of a visual campaign and documentary
- Using continuous lighting for interviews
- Proficiency with Sony FS5K video cameras and Canon DSLRs
- Proficient in Adobe Premiere Pro to edit 4K footage
During the 12 week campaign, Earthroots’ Instagram followers increased by 75, reach by 618% and engagement by 124%.
The documentary was posted on the Earthroots YouTube channel and was presented at the University of Guelph-Humber’s EMERGE showcase.
The project also received first place for Best Video Entertainment Program in Division II of the 2024 Pinnacle College Media Awards.