KLJ Movement faced a significant challenge in gaining community support and consistent donations to grow their presence. As a dance company centered around Black and brown expression—something largely absent in Dane County and Wisconsin as a whole—it was crucial to communicate their unique identity. The goal was to showcase that KLJ Movement is more than a typical dance studio; it’s a space for authenticity and artistic freedom, especially for minorities who might feel out of place in traditional spaces. By crafting a down-to-earth and genuine narrative, the video aimed to inspire potential donors, attract new dancers, and build awareness of the company’s vital mission.

The approach to KLJ Movement's brand film focused on showcasing the heart of the company through its members, rather than the typical focus on choreography or performances seen in most dance promotions. The narrative highlighted the human connections and personal journeys that define KLJ, with themes of mentorship, Black excellence, and empowerment through dance at the core.

To convey the company’s philosophy, the video featured authentic, uplifting interviews with Kyra (the founder), and other members. Their stories expressed the importance of movement and expression, revealing how they pour into one another.

More than just a brand film was delivered. Along with the main video, I created additional video content and stills, which were used to build out a full marketing campaign. The campaign was designed to capture the heart of the company and communicate their mission in a way that resonated with their audience. By focusing on honest storytelling and the personal journeys of Kyra, her students and company members, I helped KLJ increase awareness, drive monthly donations, and inspire future dancers to see themselves in the movement. Ultimately, the project achieved all their goals, creating a lasting impact.