In early 2020, with the coronavirus pandemic impacting every aspect of life in Southern California, The San Diego Foundation created the COVID-19 Community Response Fund to deploy resources on a rolling basis to non-profit organizations supporting low-income workers, families, and vulnerable communities most affected by the crisis. 62ABOVE was asked to create a campaign to encourage people to help. As a San Diego creative agency, this was a challenge we were especially passionate about—and one we were made for. The most important part? The region responded.
In a matter of days, the Better Together campaign was created and deployed with digital, print, and video content. With San Diego observing stay-at-home orders, 62ABOVE created unique video assets, including a :30 PSA, while staying fully remote. Shot entirely on mobile phones, the production team cast and directed the talent over Zoom. We quickly evolved the campaign, with Better Together becoming Together = Better. Of course, this positive new message also meant a need for new assets. This time, the production team shot on-location around San Diego, observing the safest COVID-19 protocols for production.