Oakland’s story lives in the people shaping what comes next.
The ask
Change Consulting led We Love Oakland for the Akonadi Foundation, creating a storytelling campaign to challenge narrow narratives about Oakland and celebrate the culture, relationships, and activism that keep the city moving forward.
We were brought in to create the campaign’s four-part film series and an original photography library. Each story would center one Oakland resident, exploring what roots them in the city and how their work contributes to its future.
The films and photographs also needed to work as a connected campaign system. Beyond the individual profiles, the content would support the campaign website, social media, press releases, events, and print materials.
Our Approach
Listen First
We created space for each participant to speak openly about their life, work, and relationship with Oakland. The interviews guided the stories, allowing meaningful moments to emerge without forcing a predetermined narrative.
Build Around the Individual
Each film was shaped by the person at its center. Their voice, environment, and daily work informed the visual approach, giving every profile its own character while keeping the series connected.
Create One Visual Language
We paired cinematic interviews and place-based footage with original portrait photography. This gave the campaign a consistent visual identity across film, web, press, social media, and print.
Protect What Was Shared
These were personal stories rooted in identity, community, and lived experience. We approached every interview and edit with care, preserving each participant’s voice while shaping a clear and engaging narrative.
The Impact
The films and photographs became a central part of a larger campaign that invited audiences to experience Oakland through the people who know and shape it.
We Love Oakland reached audiences across web, email, video, and social media. The campaign website received more than 1,500 views, while eight paid social ads generated nearly 40,000 impressions and achieved a 1.95% click-through rate.
The campaign also received a Silver Telly Award in Arts and Culture, a Bronze Telly Award in Social Impact, and a Silver Davey Award for creative excellence.
Knocked it out the park. Outstanding.
Chef Nelson German
Chef Nelson German is the chef and owner of Oakland’s alaMar Kitchen & Bar and Sobre Mesa. In his film, he shares how his Dominican heritage, creative journey, and adopted hometown come together through food.
Nairobi Barnes
Nairobi Barnes is a poet, artist, activist, and Oakland’s 2023 Youth Poet Laureate. Her film explores how poetry gives her a way to speak about voting rights, Black identity, discrimination, and the city that shaped her voice.
Pen Harshaw
Pendarvis Harshaw is an award-winning Oakland journalist and Community Engagement Reporter with KQED Arts. In his film, he reflects on community storytelling and the people, culture, and history that shape life in the Town.
Peggy Saika
Peggy Saika has spent more than four decades working across philanthropy and social justice. Her film explores Oakland as a place of belonging, solidarity, and possibility, shaped by the people who continue choosing to invest in one another.