SCORE needed a video that could reach two different audiences at once — mentees who need real, practical help getting a business off the ground, and mentors deciding whether to give their time. Most existing material in this space read as corporate first, genuine second, which undercuts stories that are actually pretty compelling on their own.
We centered the video on an actual mentee's story rather than a top-down pitch for the program, framing mentor and mentee as equals on camera. Motion design and archival texture were used deliberately, in places competitors' videos left flat, to make the finished piece feel considered rather than functional.
A brand video SCORE can use to recruit both mentees and mentors, built on a real, specific story instead of a generic value proposition — the exact gap we'd identified in the research.
