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An illustration of hands surrounding the words "collective action".

Oregon Consumer Justice

Animating Oregon’s champion of consumer rights
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Oregon Consumer Justice is a nonprofit that expands and protects consumer rights for all Oregonians. They needed a powerful way to explain their multifaceted work in consumer protection and advocacy.

Smith & Connors partnered with OCJ to create two engaging videos: one that told the story of their founding, and the other to explain what they do. Both had to distill complex concepts into an accessible, visually appealing format. Our challenge was to craft a story that would resonate with diverse audiences across Oregon while accurately representing OCJ’s mission and impact.
The communication goals for the video project: (1) Simplify the complexity of OCJ’s work, (2) Showcase the power and impact of collective action, and (3) Inspire & educate audiences about how to engage. A portion of the plain-text script written for the OCJ Explainer video. A grid of storyboards exploring the illustrated themes for each frame.

Our initial storyboards and keyframes created a new visual language that worked within and extended OCJ’s existing brand.

 A storyboard example that shows the keyframe details, with descriptive notes for animators and voice over alignment.

Our initial storyboards and keyframes created a new visual language that worked within and extended OCJ’s existing brand.

 A second storyboard example that shows the keyframe details, with descriptive notes for animators and voice over alignment.

Our initial storyboards and keyframes created a new visual language that worked within and extended OCJ’s existing brand.

Getting the story right

Crafting a visual narrative

We began with in-depth discussions with OCJ’s team to understand the nuances of their work. Fortunately, we were also redoing their website, so we had a head start. Through collaborative workshops, we distilled key messages and developed scripts for the videos. This process ensured that every frame of the animations would serve a purpose in telling OCJ’s story.

Elements of the story

Show ocj’s statewide reach and inclusivity


OCJ works throughout Oregon, for all Oregonians.

Be inspiring and informative

We wanted to ensure that people understood that they already have rights, and they can stand up for themselves.

Embody efficiency and clarity (and personality)

We only had a few minutes to show and tell what OCJ does. The organization could model their mode of working: no nonsense but also full of passion and personality.

Create a strong call to action

We end on a positive note and drive people to the website, where they could learn (and do) a lot more. 
The initial illustration styles for the project started off flat with solid strokes.

From abstract concepts to bold typography to relatable characters, our style evolved through client feedback.

 The initial text styles for the project started off with cap-case letters with a long solid drop shadow paired with cursive type accents.

From abstract concepts to bold typography to relatable characters, our style evolved through client feedback.

 The second iteration of illustration styles incorporated more texture and imperfect shapes as colorblock backgrounds for the illustrations.

From abstract concepts to bold typography to relatable characters, our style evolved through client feedback.

 The second iteration of the type styles explored a lowercase typesetting with specific words highlighted by hand drawn boxes.

From abstract concepts to bold typography to relatable characters, our style evolved through client feedback.

 The final version of the illustration style kept the texture and imperfect shaped backgrounds from phase two but made the line more bold and impactful.

From abstract concepts to bold typography to relatable characters, our style evolved through client feedback.

 The final version of the text frames used the styling from the first and second iterations interchangeably.

From abstract concepts to bold typography to relatable characters, our style evolved through client feedback.

 The final version of the text frames used the styling from the first and second iterations interchangeably.

From abstract concepts to bold typography to relatable characters, our style evolved through client feedback.

 A collage of frames from the final videos.

The video’s eye-catching aesthetic combines bold colors and dynamic shapes, creating a visually engaging narrative that captures viewers’ attention.

VO Capture

Capturing OCJ's passion through staff and board–led narration

To ensure authenticity and passion, we collaborated with OCJ’s executive director, a board member, and a staff member for the narration. Our team directed voice recording sessions to get clear, engaging performances that truly represented OCJ’s mission. We then did the sound design, blending the narration with carefully chosen music to enhance the emotional impact and maintain viewer engagement.

The final product

Bringing the full story and mission to life

The completed animations serve as powerful tools for OCJ, distilling the story of their work into compelling narratives. Through vibrant visuals and authentic narration, the videos not only educate viewers about OCJ’s mission but also inspire action. They each conclude with a stirring call to action, motivating Oregonians to engage with consumer rights issues and support OCJ’s efforts to create a fairer marketplace for all.

Watch the finished videos below!

Project Scope
All Work
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