Fix-It Crew
This campaign centered on a one-day shoot in San Francisco, where a team of Taskers furnished a new Tenderloin Neighborhood Development Corporation building that supports formerly unhoused veterans and adults aged 55 and older. Throughout the day, the crew assembled furniture and mounted items for resident apartments and community spaces. Inspired by pit crews, matching green jumpsuits, and a branded van established a recognizable, dynamic visual presence across CTV and social placements.
My role spanned the entire project, beginning with concept creation. When the PR and social teams asked for stunt-driven ideas, I pitched the Fix-It Crew as a way to showcase Taskers through real community impact. I developed the visual identity, sourced wardrobe, created shot lists, directed on set, and built detailed storyboards that guided our editor through post-production and final campaign delivery.
Social
Footage from the Fix-It Crew event was repurposed into short, engaging social media videos. Clips were adapted to trending formats and popular audio, turning moments from the day into content that was timely, shareable, and full of energy.
Van
The branded van played a key role in the Fix-It Crew videos and the day’s visual presence. Wrapped in campaign graphics, it served as a dynamic backdrop for footage, while Taskers were filmed getting in and out together to imply arriving and leaving as a team, echoing the energy of a pit crew in action. Driving around throughout the day, the van also acted as a moving piece of advertising, reinforcing the campaign branding wherever it went.
Wardrobe
Designed to evoke a pit crew vibe, the jumpsuits were more visually engaging than a standard t-shirt and reinforced teamwork on camera. Each jumpsuit featured campaign branding on the back and the Taskrabbit rabbit logo on the front, keeping the look playful and recognizable. Several rounds of samples were sourced and tested to ensure the fit, color, and overall visual impact were just right.
Signage & Swag
Signage and swag brought the Fix-It Crew experience to life on-site. Sidewalk signs featured campaign branding and a QR code to book a Taskrabbit project, while “Pit Pass” lanyards offered a playful promo. Branded stickers, car air fresheners featuring quotes from racecar drivers, and sunglasses added fun, shareable elements. A “Pit Stop” table served as the hub for handing out all the items. I designed and sourced every piece, ensuring each fit the campaign aesthetic and could be distributed seamlessly on-site.
