Case Study
Lessons & Carols
BTS Video
This short film offers a behind-the-scenes look at Northwest Choirs’ most iconic concert series. More than just a performance, Lessons & Carols is a logistical feat led largely by students, and I saw an opportunity to tell that story in a fresh, emotional way.
Project Challenges
Challenge #1
Reveal the Process
With over 100,000 radio listeners and 10,000+ in-person attendees, Lessons & Carols has major visibility, but the unseen magic is how much of it is led by the kids.
Challenge #2
Inspire Giving
The video needed to feel heartfelt and cinematic first, with a natural pivot to a year-end donor appeal without sounding like a fundraiser.
Challenge #3
Make It Evergreen
This had to be evergreen content that could be used every holiday season across platforms, without feeling tied to a single year.
How I Made It Happen
Strategy
I pitched this concept from scratch based on what I knew the organization needed. The idea was to create something emotionally resonant that would stand out from typical concert promos or donor asks.
Production
I filmed across multiple concerts, focusing on candid setup moments, processionals, and behind-the-scenes coordination. The students build everything from scratch, and I wanted to show that effort.
Editing
I used narration to guide the story. The first two thirds are observational and warm. The final third invites viewers to support the choir, closing with a gentle but clear call to action.
Project Outcomes
Helped raise over $120,000
Shared via email, website, social media, and YouTube
Gave supporters a personal look at mission
Video is reused each year
"Jordan, this is such a beautiful video. It’s such a meaningful glimpse into everything that makes Lessons & Carols special. I loved seeing the kids in action.”
Maria Johnson
Former Executive Director, Northwest Choirs
See The Video
