Madd Love

25 Years of Madd Love


UTEC is a nonprofit in Lowell, MA that works with the Merrimack Valley's most disconnected young people, helping them trade violence and poverty for social and economic success through street outreach, workforce development, education, mental health services, and more. We partnered with UTEC to create a short documentary film celebrating 25 years of their unique culture, model, and impact on a generation of youth in the region.


The film needed to do two things at once: mark the 25th anniversary milestone while serving as a present-day tool to explain UTEC's model and rally public support. We built the concept around the places where the work has happened over those years, creating distinct cinematic chapters that shift between depth and breadth, intimacy and scale.

Client
  • UTEC
Our Role
  • Creative Strategy
  • Film & Photography Production
  • Post-Production
Deliverables
  • Fundraising & Advocacy Film
  • Social Shorts
  • Still Images

Storyboard

Looking back to move forward

Archival footage, conversations with founders and early participants, and individual stories give the film its emotional core, while a wide range of faces and voices convey the full scope of UTEC's reach. The result is a film that feels both like a historic document and an urgent case for why this work matters now.

Interviews

Photography

In addition the main video, we created a rich library of photography to be used across UTEC's communications channels.