Product Launch Video – Measures for Justice

Measures for Justice gathers criminal justice data at the county level and makes it available on a free public Data Portal.

The Challenge

“It has to be authentic!” That was the singular goal of this video. A lot of times with criminal justice reform, people try to pull the heartstrings, which isn’t bad, but if it’s misleading in ANY way, people will sniff it out in a second. Which is exactly why we needed to find an authentic way to showcase what Measures for Justice is all about.

The Approach

We decided that the most authentic way to come across authentic, would be to make this feel like a true journalistic mini documentary. And to make it feel current and truly “not staged” we decided to conduct our interviews via zoom.

The Result

The Measures for Justice team was blown away. They didn’t think we would pull it off, but when they all gathered together to watch the video, they told us that they loved what they saw!