The Equity Project
Producer - Austin Chang
Cinematographer - Yves Wilson
Sound Mixer - Chayan Sanchez
Assistant Camera - Jarrett Funderburke
EDUCATION
The Equity Project is a New York City Public Charter School located in the Washington Heights and Inwood neighborhoods of New York City, serving 1,080 students in Kindergarten through 8th Grade.
CASE STUDY
BACK STORY
The Equity Project (TEP) Charter School was built on a simple belief: great teachers have the greatest impact on student outcomes. With campuses serving diverse communities across New York City, TEP needed to strengthen kindergarten enrollment while recruiting exceptional teaching talent—two distinct audiences requiring a unified story.
CREATIVE APPROACH
We developed two longform videos supported by social cutdowns for the campaign. Each asset spoke to a specific audience while maintaining a shared tone and visual language.
The longform videos introduced TEP's vision through its "3 A's"—Academics, Arts, and Athletics—positioning the school as a place where teachers are valued as experts and students thrive through daily music instruction, PE, and robust support systems including social workers and counselors.
Rather than relying on scripted messaging, we let the community speak in their own words. Parent testimonials became the trusting emotional anchors. These were powerfully authentic voices of families who had moved their children from other countries, navigating new languages and school systems. Washington Heights is a predominantly Hispanic community and we honored that by holding interviews in Spanish. We also captured students learning instruments, sharing meals, and engaging deeply with teachers, reflecting what daily life at TEP actually looks like.
The three-day production across three campuses allowed us to capture the breadth of TEP's offerings without rushing. Each campus got dedicated time, ensuring the final assets reflected the full scope of what makes TEP special.
THE RESULTS
Immediate Impact
Early childhood recruitment videos were launched in December 2025, with performance strengthening enrollment as the season accelerated.
Teacher-focused cutdowns became key recruitment tools on LinkedIn.
Long-Term Value
TEP now owns evergreen institutional assets they can showcase to families and teachers for years to come. The five-minute “Vision” film serves as a centerpiece for enrollment presentations, donor engagement, and partnership discussions.
Community Connection
Parent interviews clearly document why families choose TEP, creating shareable proof points that build confidence for prospective families.
The campaign gave TEP a cohesive visual identity that speaks to multiple stakeholders—with assets flexible enough to support recruitment, fundraising, and community building for years to come.
Arts, Academics & Athletics
Food Program
Teachers