MAKE MEDIA MAKE AN IMPACT: NATIONAL COMMERCIAL
In spring 2025, Wide Angle Youth Media video apprentices and interns turned the camera on themselves to create a short video highlighting the organization. Through NBCUniversal’s Creative Impact Lab and The Estée Lauder Companies’ WRITING CHANGE initiative, our team created a 30-second PSA that aired nationally across Comcast and NBCUniversal platforms and was shared via The Estée Lauder Companies’ digital and social channels.
Here’s a behind-the-scenes look at our team’s process!
Janai on set as the team tested out the lighting.
“I was so excited to learn that the Production’s team's next Creative Impact Lab project would be highlighting Wide Angle Youth Media! The Production team wanted to create a PSA that truly represented the organization as authentically as possible. I participated in the initial ideation process, working to identify the theme, create the outline and storyboard and cast the actors for the project. Wide Angle has so many pathways for young people to take– whether they're in our afterschool classes, or the workforce development programs and it was important to highlight that. We used the organizations afterschool and workforce development programs to guide us; featuring short scenes of each of the organization's pathways, ending with young people being able to kickstart their careers. So much intention went into crafting each scene of the PSA, we wanted viewers to understand that media arts education leaves a lasting impression on young people. I’m so proud of how the PSA turned out and hope that it will resonate with our audience!” - Janai Cherry, Arts2Work Apprentice - Multimedia Producer & Social Media Intern
Our team focused in on one core message connected to our mission - what can you do with a camera? This simple call to action is intended to make viewers across the country think about how they can engage their community or work towards their own creative passions, just as we do at Wide Angle.
This video was an opportunity to highlight our new facilities, programs, and emerging artists.
Favour on camera for the storyboard scene.
“Being on camera was a great experience. I loved dressing up for it and seeing how the Production team functions on set. I loved the set up of the set, the teamwork, their attention to detail, lighting and camera work, storyboarding cards etc. Even though my part was just about 3 seconds, recording the storyboard scene took about 3 hours. It shows the level of dedication and time that goes into every scene of the shoot. I love how welcoming the Production team was, even when I didn't quite do what they wanted, they encouraged me and corrected me politely which i'm grateful for. I learned to appreciate production work more because of their efforts and hard work.” - Favour Ogedengbe, Social Media Intern
Each scene homes in on a specific media track that we provide: video, photography, design, or animation.
“Nonprofit and corporate partnerships can be truly transformative when united by a shared commitment to social impact. Having NBCUniversal and The Estée Lauder Companies invest in our students and young professionals, while amplifying Wide Angle Youth Media's mission to a national audience, will catalyze our work at an exciting time. We’ve just moved into a new state-of-the-art headquarters, unlocking dynamic opportunities for our participants. As we approach our 25th anniversary this fall, this visionary collaboration is a powerful way to mark the milestone and inspire the next generation of emerging creatives.” -Susan Malone, Executive Director of Wide Angle Youth Media
About the partners:
NBCUniversal is one of the world’s leading media and entertainment companies. They create world-class content, which we distribute across our portfolio of film, television, and streaming, and bring to life through our theme parks and consumer experiences. They own and operate leading entertainment and news brands, including NBC, NBC News, MSNBC, CNBC, NBC Sports, Telemundo, NBC Local Stations, Bravo, USA Network, and Peacock, our premium ad-supported streaming service. They produce and distribute premier filmed entertainment and programming through Universal Filmed Entertainment Group and Universal Studio Group, and have world-renowned theme parks and attractions through Universal Destinations & Experiences. NBCUniversal is a subsidiary of Comcast Corporation.
NBCUniversal’s Creative Impact Lab was founded in 2022 to harnesses a one-of-a-kind model to commission apprentices from creative nonprofit agencies to develop marketing assets for other nonprofit organizations – helping them create awareness and scale their impact. This Creative Impact Lab has supported 138 apprentices and 40 nonprofit clients to-date. NBCUniversal volunteers, who work in creative roles across the company, serve as advisors on each storytelling project. The finished assets are showcased in donated promotional time on the platforms of Comcast and NBCUniversal. This award-winning initiative has received four Anthem Awards, four Telly Awards, a NYX Award, a MarCom Award and more.
The Estée Lauder Companies, a global leader in prestige beauty, has long believed in the importance of creativity and artistic expression in driving social impact. Launched in 2021, ELC’s WRITING CHANGE Initiative supports nonprofit organizations and programs in the United States that provide access to literacy and education resources, advocate for representation in literature, and encourage artistic expression. WRITING CHANGE aims to reach artists and writers in emerging and established institutions, with a focus on girls and gender-expansive youth.
MEET THE AUTHOR
Moira Fratantuono has over twelve years of experience in creative youth development. Her artistic passion lies in promoting intercultural communication, strengthening community relationships, and uplifting the voices of those who are marginalized. Her body of work includes facilitating murals in the US and abroad, co-creating an international collaborative blog that connects youth in Baltimore and India, and illustrating a bilingual children’s book.