Our Common Destiny Video’s Upbeat & Personable Tone Speaks To A Hugely Diverse Jewish Community
Our Common Destiny is an organization whose aim is to connect and unite the international Jewish community.
Its declaration states that “we share common, deeply held Jewish values” that “transcend our individual religious practices, our national and cultural identities and our politics” and “are timeless and help unite us globally as a people.”
The group created a campaign video to help their cause and serve as a rallying cry to the Jewish people around the world. It was launched and dubbed “Sign the Our Common Destiny Declaration.”
The Our Common Destiny video design was produced by Miller Ink, a full-service strategic communication firm, in cooperation with YZ Content, one of the most promising video production companies.
Clocking at only 35 seconds, the video is fast-paced and well-directed. The format of the video succeeded in showing how people of the same religion, no matter their nationality, ethnicity or race, can have the same goals.
The Profiles On A Consistent Background Emphasize The Power Of Individuals
The length of each frame in Our Common Destiny Video Design hits the sweet spot as it’s neither rapid-fire quick, nor drawn out. The frame sequences are just the right length to create a short-form, dynamic video, showcasing the differences that unite a single community of people.
Various protagonists from all walks of life, of all genders, ages and races, appear in the video, delivering a distinct message. They are filmed upfront as they stood against the light blue background.
This way of filming each person’s message creates a consistent, continuous flow that conveys a grand, unified meaning behind it all. It is also a very effective way of presenting the importance of an individual in the grand scheme of things, which is one of Our Common Destiny’s central messages.
The Captions In Our Common Destiny Video Help Deliver The Message To All Audiences
As the individuals in the video speak, a legible caption in sans-serif font accompanies their narration and helps deliver the message to those hard of hearing or simply watching the video on mute.
Branding experts often consider such inclusivity in their design strategy. They understand that it improves accessibility and increases engagement across diverse audience segments.
The captions have a very discrete drop-shadow effect to help them better contrast the video. The timing of the caption is flawless as they follow the people talking, so there’s never a lag or delay.
Captions are becoming standard practice in video design as more and more people watch them in silent mode while browsing through their social media feeds, so this is a good move by the design agency.
High Production Value & Good Sound Engineering Elevate Our Common Destiny Video Design
Our Common Destiny video enhances the footage through excellent graphical manipulation and post-production efforts. The lighting and color saturation are in line with the organization’s branding (also featuring light blue, Israel’s national color) to strengthen the message and help engage the viewers.
The sound production is also top-notch. The narration is very audible and easy to understand, while the upbeat, rhythmical music complements the messaging and actually follows the storyline quite well.
The video applies to multiple platforms and speaks to the audience on all potential touchpoints. The short duration of the video makes it easily digestible, while the prominent graphics toward the end of the video provide the final explanation regarding the organization’s intentions and purposes.
Our Common Destiny Video Design Speaks Directly and Effectively To Its Target Audience
Our Common Destiny video design by Miller Ink and YZ Content fulfills its primary purpose - to inform a definite group of people of a movement that concerns their future.
The video culminates with a unique motivator for the potential signees of the declaration: their name, message and photo will be projected on Jerusalem’s old city walls.
The portion of the video showing how the campaign would look in real life plays on people’s sentiments: the historical significance of the Jerusalem walls may create a sense of urgency and fear of missing out on such a groundbreaking opportunity.
Our Common Destiny organization clearly states its legitimacy on the group's website:
“Founded by Genesis Philanthropy Group and the Israeli Ministry of Diaspora Affairs, under the auspices of the Office of the President of Israel, Our Common Destiny is connecting the Jewish world through a crowdsourced online movement to develop a collective vision for the Jewish people and shape our shared future.”
This collective vision is well-presented in mere 35 seconds of promotional video material. For its noble purpose and all of the reasons stated above, Our Common Destiny video design deserves DesignRush’s award for Best Video Design.
