Union partnered with United Way to support advertising and creative initiatives centered on community impact. The work focused on translating complex social challenges into human stories that could educate, engage, and mobilize broad audiences.
The Challenge
Nonprofit messaging must balance urgency with hope. United Way’s initiatives address deeply rooted community needs, requiring communication that is emotionally resonant without being overwhelming or abstract. The challenge was to create work that honored the seriousness of the mission while remaining accessible and motivating.
The Approach
Union approached the project with a storytelling-first mindset. Creative direction emphasized real people, lived experiences, and the tangible outcomes of community support. Messaging was crafted to build empathy and understanding while reinforcing United Way’s role as a connector between resources and impact.
The Work
Advertising and creative concept development
Messaging aligned to community-driven initiatives
Visual storytelling focused on human impact
Campaign assets designed for awareness and engagement
The Outcome
The resulting work helped reinforce United Way’s mission through clear, emotionally grounded communication. By centering people and outcomes, Union supported campaigns that strengthened awareness, trust, and connection between the organization and the communities it serves.
We wanted to inspire people with the understanding that any help, helps, even as little as a dollar. That every dollar matters. But how do you do that?
We knew we wanted to tell the story of a Dollar. It offered a unique way in. With ideas including dressing up talent in a dollar suit and creating dollar origami, we landed on a 3D model of an animated dollar.
We created the concept and produced the work quickly and efficiently.
Starting with a strong story and moving into storyboarding prior to shooting.
We went around the city capturing scenes where our 3D Dollar would be composited over. We used a figurine for scaling reference.
It was a success. Million dollars goal was achieved.
