FOTO Colombia: Outside the Lens

Overview

Outside the Lens (OTL) launched its Cameras Across Cultures initiative to broaden global perspectives among students worldwide. FOTO Colombia, an inaugural week-long program, united students from the U.S. and Colombia to document stories of peacebuilders through imagery, in collaboration with Peace Corps volunteers.

Objective

FOTO Colombia aimed to guide young photographers towards a deeper understanding of themselves and their global context through imagery, thematic approaches, and immersive experiences. Success would be measured not only by comprehensive project delivery but also by the entire process - from curriculum development to in-country logistics and final presentation of work. This project showcased Outside the Lens’ mission and raised awareness of their Cameras Across Cultures initiatives.

My Role & Responsibilities

As Marketing Director, I played a pivotal role in the success of FOTO Colombia:

Design

• Spearheaded the initial program promotion to attract interested participants.
• Crafted compelling marketing materials that captured the essence of the program.

Marketing

• Led a multi-faceted marketing campaign to increase awareness of OTL’s Cameras Across Culture program, including:
  • Producing a promotional film
  • Orchestrating strategic social media campaigns
  • Overhauling website content
  • Organizing a large-scale exhibition

Storytelling

• Personally traveled to Colombia as a co-leader to capture and curate valuable marketing content.
• Ensured authentic representation of the program’s impact through first-hand documentation.

Support

• Collaborated closely with the Program Director and Artistic Director in:
  • Program planning and implementation
  • Managing in-country logistics
  • Developing comprehensive curriculum
  • Co-teaching photography workshops

Process

Part 1: Pre-Program Planning

1. Conducted in-depth weekly planning sessions for months leading up to the trip, focusing on:

   • Program goals and expectations
   • Curriculum development
   • Project deliverables
   • Logistical coordination
   • Budget management
   • Risk assessment and mitigation strategies

2. Leveraged comprehensive program knowledge to create targeted marketing materials:

   • Designed and distributed promotional flyers both physically and digitally
   • Integrated FOTO Colombia-specific content into social media calendars
   • Developed dedicated sections in monthly newsletters

Part 2: On-Site Documentation and Content Creation

1. Prepared a detailed storyboard and shot list for the promotional video, considering:

   • Program goals and target audience
   • Effective ways to showcase the learning process
   • Methods to highlight student collaboration and experiences
   • Strategies to embody OTL’s unique voice

2. Maintained flexibility in content gathering to adapt to unforeseen challenges and opportunities.

3. Post-trip, meticulously reviewed hours of footage to craft a compelling narrative:

   • Selected key sections aligned with the storyboard
   • Collaborated with the FOTO Colombia team for feedback and refinement

Part 3: Exhibition and Promotion

1. Curated student work for display at Art San Diego, where FOTO Colombia was selected as the spotlight program:
   • Developed event-specific collateral
   • Translated digital portfolios into physical art pieces
   • Coordinated with vendors for print and design execution
   • Showcased the FOTO Colombia promotional video

Result

The FOTO Colombia program achieved remarkable success, profoundly impacting student participants. The promotional film I created was highly acclaimed, setting a new standard for the Cameras Across Cultures program and effectively communicating the transformative power of cross-cultural photography education.

Platform + Technology Used

• Adobe Illustrator: Flyer design
• Adobe Premiere: Video editing
• Adobe InDesign: Brochure creation
• Adobe Lightroom: Photo editing
• WordPress: Website updates

Lessons Learned

1. Adaptability is Key: The unpredictable nature of international programs requires flexibility in content creation. Being able to adjust plans on-the-fly while maintaining focus on core objectives is crucial.

2. Cultural Sensitivity in Storytelling: When documenting cross-cultural experiences, it’s vital to approach storytelling with respect and authenticity, ensuring all voices are represented fairly.

3. Integrated Marketing Approach: The success of the program highlighted the importance of a cohesive marketing strategy that spans multiple channels and touchpoints.

4. Power of Visual Narratives: The impact of the promotional video underscored the effectiveness of visual storytelling in conveying complex cultural exchange experiences.

5. Collaboration Enhances Creativity: Working closely with program directors and participants led to richer, more authentic content that truly captured the essence of the FOTO Colombia experience.