How may we expand our impact in Hollywood?
After decades of vilification by the entertainment industry, MPAC’s Hollywood Bureau (HB) counters inaccurate narratives as an advisor and consultant on TV and film projects involving Muslim characters and storylines. For years, the HB’s consulting and speaking opportunities were driven by referrals from well-connected and happy clients.
It needed a rebrand to better reflect the caliber of its partners and capabilities, and keep up with its aggressive goals for growth and visibility in an industry thirsty for ‘getting it right.’
Deliverable 1: Explainer video
We needed to succinctly and creatively explain why the MPAC Hollywood Bureau exists, what it does, and how it helps filmmakers and show runners tell better stories. The video uses a story-driven narrative and visuals from both negative portrayals, and film and TV shows the HB has consulted on.
Deliverable 2: Refreshed website
The new website needed to visually reflect the HB’s presence in the industry, succinctly highlight its key services, programs and events, and increase requests for a follow-up phone or email conversation. We utilized full-width background videos to visually convey each section of the site, highlighting the breadth and depth of projects and partners we’ve partnered with. A simple navigation, large imagery, and succinct copy increased the speed of communication by relaying the most essential information to the viewer. Finally, we placed clear CTA’s across the site to drive interested viewers to fill out the contact form for consultation and/or speaking requests. Visit the site. →
Deliverable 3: Leave-behind booklet
The final piece of marketing material was for in-person meetings where the team could leave behind a physical booklet with an overview of the HB, its services, and a partial list of clients.
My role was project lead and creative director. I also worked on graphic design, video editing, website development, and copy editing.
Client - Sue Obeidi, Director of MPAC Hollywood Bureau
Project lead - Hasnain Syed
Copywriter - Lori Margaret
Web and Graphic Designer - Esmeralda Ruiz
Video production - Eshmawi
Social media coordinator - Ann Vallebuona
Researcher - Rebecca Husaini
The Hollywood Reporter
“Even after working together for several years,
I’m still in awe of Hasnain’s creativity and ingenuity in the face of time and resource limitations."
— Sue Obeidi, Director of the MPAC Hollywood Bureau