Creative Direction | Collaboration | Storyboarding

Robert Luna for Sheriff

Problem:

Robert Luna ran for Sheriff of LA county in 2022 against incumbent Sheriff Alex Villanueva. He wanted his messaging to be to restore trust by reforming the current department, which he saw as corrupt and ineffectual. We wanted his voice to be authentic, vibrant, and representative of his working class Latino upbringing in East Los Angeles.

Solution: 

Branding

We were given the task to elevate his brand on behalf of LA Neighbors for an Ethical Sheriff in Support of Luna for Sheriff 2022 PAC to help get the attention against a well known encumbant.

Some inspirations I gathered when thinking about his brand is to promote a fresh approach in the department. For this I used vibrant blues contrasted with a warm neutral. I offered up the client a few different font pairings and they chose the bold but accessible Poppins and the classic Merriweather.

One of the first videos we put together was an introduction to his platform and the main message of getting back on track. I drafted storyboards for use by our video editor for this project. For inspiration I drew upon East LA and the vibrant mural scene on the streets of Los Angeles, especially with regards to Latin artists. I wanted to connect the candidate with the people he was serving, in contrast to the old Sheriff who was out of touch with the neighborhood.

Storyboards

The storyboards drew in some of the cutout and monochrome portraiture coupled with bold colors and halftone texture. Below are storyboards I crafted for the video. Additional storyboards were produced by a graphic designer I supervised.

“Back on Track” video

Results

The storyboards went through little revision before being implemented in the final video. I do wish we could have tied some more organic textures and illustrative elements, but I think the video still represented the mural idea while maintaining a professional sleek design. Ultimately Robert Luna was elected 34th Sheriff of LA in 2022.

Role: Associate Design Director and Senior Designer

Programs Used: Photoshop