We usually hit the public with facts about social and environmental issues, but what if we made them laugh, appealed to their emotions, and took them on a compelling, human-driven narrative? Campaign videos, PSAs, and documentaries meant to educate and inspire action need to be bold, take risks, and use the techniques of fictional content and online creators to attract and keep an audience’s attention.

As a campaigner and video creator, I work with you to strategically integrate video content at key campaign moments to increase, for example, the success of a call to action or call for donations.

Your desired audience and the video’s goal within your broader strategy are top of mind when creating a piece’s script and tone.

Environmental Defence - “Clean Pathways to Future”

“Clean Pathways to Future” | Pathways Alliance Mock Digital Ad with Environmental Defence

This piece, made in collaboration with Environmental Defence, is a direct mock of a Pathways Alliance ad that sold carbon capture and storage's (false) promise for oil and gas carbon neutrality to the Canadian public.

Intended for a general public audience with the purpose of creating healthy skepticism for oil and gas marketing, this ad debunks the Pathways Alliance's claims and charts a new path - away from oil and gas and towards clean, reliable renewable energy.

For this piece, I wrote the script; created all pre-production documents including a shot list, storyboard, and call sheets; organized and managed the 9-hour shoot day (including hiring a cast of 8 and a crew of 10); directed the shoot; and led the post-production process including editing.

Writer/Director & Production Manager: Emma Buchanan

Cinematography: Sofia Pompei

Production Design: Maria Paula Montoya

Sound Mixer: Evan Droog

Editor: Emma Buchanan; Colourist: Zitesh Kaushal

The original Pathways Aliance commercial

For Our Kids - Parent Engagement Pieces

"Climate action might be the easiest thing you do all day" | Digital Ad with For Our Kids Canada

With this piece, the For Our Kids team and I wanted to show that (compared to parenting!) learning about climate change, signing a petition, or attending a climate event isn't as difficult or time-consuming as you may think. And, it's not only worth it, but needed to protect our children's futures on this planet.

Used as a digital ad across all social media platforms, this piece notably received 17k+ views on YouTube.

Director/Writer/Editor/Actor: Emma Buchanan
Production Design & Directing Assist: Zeddy Chevron
Cinematography & Colour Grade: Ahmed Fad
Voiceover Artist: Rachel Cairns
And my (almost 4-year-old) buddy Parker Christlan in her voice acting debut

Parent-to-Parent Climate Finance Explainer | Digital Ad with For Our Kids Canada

Canada’s top 5 banks invested over $620 billion in oil & gas companies in the last 5 years.

For Our Kids wanted to get parents thinking about where their money is going and the impact it's having on their children’s futures if they bank with these institutions - encouraging them to learn more, share with other parents, and maybe, one day, switch to an alternative like a credit union.

Thanks to our cast of real parents (not paid actors 😉) for generously agreeing to be on camera: Vi Bui, Tim Ellis, and Mika Gang

Directed, written, edited & filmed by Emma Buchanan

Canadian Association of Physicians for the Environment’s “Heat Cook Breathe” Campaign

Campaign launch video for the “Heat Cook Breathe” campaign - raising awareness for the health & environmental harms of gas stoves and better home-cooking alternatives. This piece was used in YouTube pre-roll ads, paid social media ads, and the audio as a radio ad.

Conceptualized, filmed, and edited by Emma Buchanan

Oxfam Canada - SRHR Week

A piece for Sexual and Reproductive Health and Rights Week with Oxfam Canada. An example of what can be achieved with motion graphics storytelling (animated images, icons, and text) when there is no video footage to work with.

Conceptualized, written, and edited by Emma Buchanan

Leadnow - Housing For All

This video launched Leadnow's "Housing For All" campaign - a campaign pushing the federal government to properly invest in affordable, non-profit and co-op housing. Leadnow hosted town halls throughout summer 2024, and this video played at the start of each one to offer context and inspiration.

I worked with the organizing team to conceptualize this piece and write the script. I also filmed and directed the staff and volunteers appearing in the video, captured b-roll, and edited the video.

Canadian Association of Physicians for the Environment’s Emissions Cap Campaign

Federal Emissions Cap Call to Action | Campaign Piece with Dr. Mili Roy

Directed & Edited by: Emma Buchanan

Cinematography: Howard Wan

Sound Mixer: Evan Droog

David Suzuki Foundation - Renewable Power for All

A selection of 3 videos in a 12-part social media series for the Renewable Power for All campaign in support of strong federal Clean Electricity Regulations.

Topics included: solar power big and small, hydro generation, heat pumps, the economic benefits of energy co-operatives, switching to renewables while living in harmony with the land, and how we lobby for easy access to electrification and comfortable, sustainable living for everyone.

Filmed & edited by Emma Buchanan

Birthday Wonders - Marketing/Fundraising Videos

After graduating from George Brown, I worked in collaboration with College staff and students to produce a series of fundraising videos for Birthday Wonders - a charity that throws birthday parties for children living in shelters. The charity was looking for a series of videos to demonstrate their history, lived experience, and impact to potential donors and partners so they could expand from Toronto across Canada. To increase the visual dynamics and production value of these pieces, we re-created a birthday party and filmed the interviews on GBC’s LED wall.

Director: Emma Buchanan; 1st AD: Ben Crossley

Producers: Trent Scherer & Ramon Delgado

Project Manager: Rohan Iyer

Cinematographer: Daniel Oliveira

Sound Recordist: Genia Melbourne

Production Designer: Zeddy Chevron

Editors: Aaron Sparrow & Emma Buchanan; Colourist: Zitesh Kaushal

Canadian Association of Physicians for the Environment’s “Fossil Fuel Ads Make Us Sick” Campaign Series

Comedic “man in the street” style video highlighting the misleading advertising techniques of the natural gas industry.

Co-conceptualized, filmed and edited by Emma Buchanan

Campaign video used as digital advertising in support of Bill C-372 - a recently tabled private members’ bill that proposes a ban on fossil fuel advertising in Canada - as it moves to second reading

Press conference footage was edited into a compelling and cohesive piece with a variety of editing assets.

Healthcare professionals call for an end to fossil fuel advertising. Received 8,000+ views on an Instagram account that had previously received less than 300 views per video.

Co-written, coordinated, and edited by Emma Buchanan

Short, punchy “talking head” video to drive signatures on a parliamentary petition. Received 15,000+ views across all social media platforms within 48 hours of posting. Scripted, performed, filmed & edited.

“Where There’s Smoke, There’s Fire (PSA) highlighting the dangers of gas stoves.

The Council of Canadians’ “Pharmacare Now” Campaign

A campaign explainer & emotional appeal to action for The Council of Canadians’ “Pharmacare Now” campaign. This video was posted on social media, used in a “call for donations” email to support the campaign, and is shown at events and presentations related to the campaign.

The power of carefully selecting a human-centred story to explain a broader political issue. This simple video received 67 likes, 21 shares & 43 comments on Facebook - second most engagement on the org’s Facebook page that month.

Women’s Healthy Environments Network (WHEN) “Wannabe Toxic Free”

An event highlight video, cohesively summarizing an entire day’s activities and messaging into less than 3 minutes.

Filmed & edited by Emma Buchanan

A video from a 4-part, sharable series about environmental toxins and planetary & human health.

I posed the question to 4 panelists and experts: “What’s the #1 thing the public should know about toxins and our health?”

A video from a 4-part, shareable series about environmental toxins and planetary & human health.

I posed the question to 4 panelists and experts: “What’s the #1 thing the public should know about toxins and our heath?”

Upcoming Short Docs & Non-Profit Videos

S.H.A.R.E. Winnipeg (Sex Workers Have Access to Resources Equitably) | Short Documentary

Co-Director and Editor: Emma Buchanan

Co-Director, Camera & Sound: Jordan Molaro (Nu Media Films)

In collaboration with Oxfam Canada

“WALEED” | Short Doc

Director: Emma Buchanan Cinematographer: Ahmed Fad

“WALEED” | Short Doc

Director: Emma Buchanan Cinematographer: Ahmed Fad

“The Secrets We Hide” | Short Doc

Director & Cinematographer: Emma Buchanan

“The Secrets We Hide” | Short Doc

Director & Cinematographer : Emma Buchanan