TOTAL SF: NEW 49 MILE MAKEOVER

January 2020

Mockup Design | Video Production | Motion Graphics

Overview

San Francisco Chronicle Columnist, Heather Knight, and Pop Culture Critic, Peter Hartlaub, revisited the 49 Mile Scenic Drive of San Francisco into a modern take of walking, biking, and hanging off a Cable Car. During their exploration in their editorial campaign, Total SF, new destinations were created in the updated 2020 map. Heather and Peter were documented through their 1-day of venturing out their New 49 Mile Makeover through The Chronicle’s Photo Journalists.

My Role

As a separate Editorial Designer created the illustrated map of the New 49 Mile Route for a brochure, my role as part of the Marketing Team was to help promote the campaign and the illustrated map within The San Francisco Chronicle Online E-Commerce Store. Shortly after the editorial campaign published, an opportunity to provide a video during Pop Up Magazine’s Winter Issue in The Paramount Theatre (Oakland) presented itself. I was able to create video content to promote the New 49 Mile Makeover.

Identifying The Goal

Promote the San Francisco Chronicle’s podcast: Total SF and it’s latest promotion of making over the San Francisco 49 Mile tour through a 1 min video for an event: Pop Up Magazine - Winter Issue.

Identifying Problems

Trying condense video footage, photos within a 1 min time limit
Provided a large folder of footage and photos for me to select sync with the audio

E-Commerce Store Mockup

As the New 49 Mile Makeover was illustrated and sized for printable brochure by a separate Editorial Designer, I took the original flattened asset and created a mockup to mimic the folds of the actual brochure. This mock up asset was utilized within The San Francisco Chronicle E-Commerce Store (Link).

Video Promotion at Pop Up Magazine Event

On February 6, 2020, as part of the San Francisco Chronicle’s Media Sponsorship with Pop Up Magazine, a 1-minute video I produced promoting The New 49 Mile Makeover was viewed by over 3,000 attendees at The Paramount Theatre, Oakland.

In preparation for this video opportunity, I was provided a narrated audio file from Heather and Peter alongside a folder of video snippets documenting their 1-day journey. Within a 2-day span prior to deadline, I gathered supporting photographs, the illustrated map file, and royalty free background music to produce a 1-min video.