Bottom Line
Producers - Austin Chang, Kenneth Shults
Editor - Gabe Gaurano
Cinematographer - Yves Wilson
Sound Mixer - Lucien Formichella
Assistant Camera - Jarrett Funderburke
NON-PROFIT | EDUCATION
Bottom Line is a relentless ally committed to building strong connections with first-generation students, providing them with individual support, and ensuring they have the guidance needed to affordably access college, persist, and graduate career-ready.
CASE STUDY
BACK STORY
We partnered with Bottom Line's marketing team to produce a multi-video alumni campaign about first-generation students and the impact Bottom Line's program has had in supporting their educational journeys. The goal was simple: highlight their stories from high school through college and into early careers and the role Bottom Line has played in helping them face the significant challenges they have encountered.
The alumni brought stories of resilience, self-advocacy and spoke of the value of their long-term relationships with advisors who believed in them. Our job was to present these stories in a way that felt honest, real and aspirational for current and prospective students with similar backgrounds.
CREATIVE APPROACH
Collaboration and trust were key factors in all of our decisions. One of our producers, Kenneth Shults, has a background working with first-gen youth which informed both the creative strategy and the on-set experience (Kenny recently won a Shorty Award). Before filming, we conducted virtual pre-interviews with each alumnus to build rapport, understand their stories, and make sure they felt comfortable before stepping in front of the camera.
In pre-production, we worked with Bottom Line's team to find meaningful archival materials. High school and college photos. Early essays. Letters written to advisors. These weren't only B-roll assets, they were conversation starters that helped alumni open up naturally during interviews.
Given shifting schedules and limited availability, production required flexibility. We pivoted locations and adjusted interview structures. We’re experienced in this kind of juggling so we found ways to adapt and evolve while maintaining consistency in tone and quality from concept through final delivery.
Beyond capturing strong interviews, we wanted to create a respectful, memorable experience for the alumni. One that reflected the care and depth of the relationships Bottom Line has built with them over time.
THE RESULTS
The final campaign delivered five one-minute films, optimized for social platforms and regional distribution. The work resonated so strongly with Bottom Line's leadership that it was shared beyond the national team and distributed to every regional office.
What started as a focused marketing initiative became a broader asset used to reinforce culture, deepen trust, and extend the reach of the campaign across the entire organization.
