American Bar Association

Championing Justice #ForAll

Founded in 1878, The American Bar Association’s mission is to defend liberty and pursue justice in America and the world beyond (no big feat, right?) The ABA does so many great things for the legal system it’s impossible to sum it up in one small paragraph. So, let’s leave the copious amounts of reading to the lawyers and watch this succinct and eye-catching video instead.

The client

The American Bar Association is the largest voluntary association of lawyers in the world. Their goal is to support legal professionals and work tirelessly to ensure the system is fair. The bottom line? They want justice #ForAll and that’s something we can get behind.

The ask

50,000feet came to us to turn some killer scripts into dynamic brand videos that were inclusive, motivating, and had tenacious undertones. The goal? Bring awareness to ABA’s core values and inspire a new generation of changemakers to join in, as well as empower current members to be proud of the journey they’re embarking on.

The answer

When it comes to practicing law, words reign supreme. So, when crafting brand awareness videos for the American Bar Association, a typography-driven narrative was the fun house we decided to play in. From font selection, to storyboarding and music choice, voice-over recording, animation and editing—we jumped in head first to help 50,000feet tell the ABA story.

Empowering legal professionals, promoting justice, and advocating for equality #FORALL.

JOIN THE POSITIVE IMPACT #FORALL

Through playful typography that ebbs and flows at a captivating pace—this 30-second video lets future members know they can connect with a community of like-minded people. Together, they will champion to make the world a better place.

ELIMINATE BIAS AND ENHANCE DIVERSITY

With a punchy type-writer style flow and movements that portrays classic legal symbols, this short and pithy video lets people know the American Bar Association advocates for human rights and fundamental freedoms.

ADVANCE THE RULE OF LAW

With a mix of fonts and sizes, the typography in this cut-down video expands and contracts at a mesmerizing pace, conveying that the ABA holds governments accountable and promotes fair laws and legal processes.