Client: Madison House Autism Foundation
Cause: Social Justice
Project Type: Corporate Video
Runtime: 1 min
After showing a brief video about the Madison Fields project at a small event, Madison House Executive Director Adrienne McBride was approached by an American Airlines executive who happen to be in attendance. She had been moved by the video and wanted to see what American Airlines could do in partnership with the organization. That conversation led to an ongoing relationship and a valuable corporate sponsorship.
Months later, Madison House decided to thank American Airlines for their support by carving an “agro-billboard” into a corn field on the farm where planes soar overhead on their route east to Dullus International Airport. The hope was that this display of appreciation would gain more visibility for the foundation, and perhaps lead to more high-profile partnerships.
Soon after the corn was cut, Madison House commissioned a fly-over video that they could send to American Airlines. Initially, the foundation simply wanted some drone footage and photos- but as I thought about the goals and the potential of the project and spent time listening and watching while walking the corn-cut logo, the idea for this video came to me.
Planes overhead have always felt to me to be so disconnected from the happenings on the ground and I felt that it was important to connect the two worlds. Rather than simply show a bird’s-eye view, I wanted to evoke the sense of a mutual gaze. I wanted to tap into the magic of flight as well as to reveal what magic was happening on the ground directly below. Sound design helped bring the two worlds together. I used After Effects to animate the plane soaring above the corn field.
The short video was a huge success. It was the first time American Airlines had ever before uploaded a partner’s video to their social media, a testament to the production value. It quickly accumulated over 300,000 views on Facebook and was featured on the American Airlines website and newsletter, gaining high exposure for the foundation and the important work it is doing.