LA Homelessness Challenge

Role: creative direction, web design, graphic design, branding, photography
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Project Overview

Tonight, nearly 53,200 people in LA live outside, in cars, or in shelters. The LA Homelessness Challenge offered $400,000 for the best service models and most impactful, game-changing solutions to end homelessness in greater Los Angeles.

Project Vision

I had a vision for this project almost instantly. The grit of LA mixed with the subject matter was begging for something raw. The problem is most people don't like to be reminded of the hard parts of life. There was a shock factor to the vision, and we needed to get the client on board for it to work.

Challenges

I had a vision for this project almost instantly. The grit of LA mixed with the subject matter was begging for something raw. The problem is most people don't like to be reminded of the hard parts of life. There was a shock factor to the vision, and we needed to get the client on board for it to work.

Bringing the Design to Life

Video and animation played a big role in this project. Without it the raw feel would stop at just that... a feeling. Visual movement gave us the opportunity to bring the raw gritty feel to life.

Unique Opportunities

In order to get the right footage, we had to fly to LA and drive through Skidd Row. As we drove around we took video and photos for use on the website and collateral. Part of the strategy around the Baldessari approach was to give the individuals in the photos their privacy.