Landscape has worked with The Big Lift since 2015, when Landscape was asked by the Silicon Valley Community Foundation to craft the identity for one of its key social ventures. Since the brand’s launch, Landscape has continued to collaborate closely with the The Big Lift team on various marketing efforts and the organization has made huge strides toward its goal of improving reading proficiency by third grade.
At its core, The Big Lift gives low-income kids a chance to achieve their dreams. Dreams that are very much a reality in their minds today, but in truth, may not be tomorrow without immediate intervention. Through the voices of the students themselves, the video pulls the viewer into the daily lives of these kids and their aspirations for their futures.
The video was produced in collaboration with the team at Avocados and Coconuts. It was shot in just one day at John F. Kennedy Elementary School in Daly City.