Program Marketing
Program Marketing - OBAC
COMPANY
OYA Black
Arts Coalition
ROLE
Marketing & Communications Lead
EXPERTISE
Creative Strategy, Copywriting
YEAR
2025
"This Is OBAC" is a flagship brand video developed for OBAC (OYA Black Arts Coalition), designed to articulate the organization’s core identity, values, and vision. As the Marketing & Communications Lead, I oversaw the full journey from initial creative strategy through to final launch. The goal was to deliver a powerful visual and emotional narrative that positioned OBAC as a trailblazer in championing Black artistic and professional excellence across Toronto and Canada.
I shaped the story arc, created all core messaging and scripts, and voiced the final piece - ensuring the tone, language, and pacing matched OBAC’s brand voice. The final result is a motivational “About Us” video that lives on the organization’s website as a bold statement of purpose.
Timeline
From strategy development to final edits and web launch, this project was executed over the span of 2-3 weeks in June 2025.
Background
OBAC sought a signature video that could live on its website and be used to introduce the organization to funders, artists, partners, and the wider community. It needed to reflect the unique spirit of OBAC - forward-thinking, unapologetically Black, and rooted in advocacy and community - while showcasing its role in breaking down industry barriers and accelerating Black talent.
This category details the step-by-step approach taken during the project, including research, planning, design, development, reporting, and optimization phases.
Marketing Strategy & Messaging
I developed a brand-centered marketing framework to determine how OBAC’s diverse programs could be unified under a single, emotionally compelling narrative. This informed the video’s messaging and structural flow.
Creative Briefing
To align external collaborators (video editor) around a shared vision, I wrote detailed creative briefs with information on tone, pacing, messaging and visual requirements - with video reference examples included. This was essential in guiding the visual and editorial direction throughout the process.
Copywriting & Voice-over
I wrote the full script for the video and recorded the final voiceover myself, ensuring the narrative was personal, powerful, and aligned with OBAC’s voice – rooted in community, pride, and purpose.
Revisions
For two weeks, I worked directly with the video editor through rounds of reviews and refinements. We focused on editing rhythm, visual cohesion, and brand alignment, making sure every frame reflected OBAC’s energy and mission.
Here, the outcomes and achievements of the project are highlighted.
Successfully launched OBAC’s first-ever “About Us” video, now live on the organization’s homepage
Positioned OBAC as a leading voice & platform for emerging Black talent in Canada
Unified internal and external messaging with a cohesive, emotionally resonant evergreen asset
Created a high-quality, shareable asset that supports outreach, partnerships, and community building