Veiled

Social Media Campaign & Visual Design

The Challenge: An independent NYU thesis film needed to raise production funding and build an audience before a single frame was shot, with no existing brand, following, or budget.

The Audience: Prospective backers on Seed&Spark, plus a broader social audience who could be converted into early fans of an unproduced film; people who respond to story and emotion more than product.

The Insight: People don't fund "a film." They fund a feeling. The strongest way to build early trust and urgency was to make the film's mood- nostalgic, intimate, Southern- visible before it existed, so supporters felt like they were joining something real.

My Role: Graphic Designer & Social Media Manager, working directly with director Alex Hernandez.

What I Did: Built the visual identity from scratch: warm color palette, soft/nostalgic photography direction, typography suited to the film's emotional tone, then ran the day-to-day social strategy: grid content, story cadence, cast and crew intros, and campaign milestones, all designed to keep supporters engaged through the fundraising window.

The Result

96.1K+ content views in 60 days
$7,730 raised from 39 supporters
+337 Instagram followers gained during the campaign
32 grid posts and 40+ stories published to sustain momentum

Overview

Veiled is an independent NYU thesis short film directed by Alex Hernandez.

The story follows Jessie and Dakota, two estranged friends who reunite on the eve of Jessie’s wedding, forcing Jessie to confront the life she chose and the dreams she left behind.

To support the film’s production, the team launched a crowdfunding campaign on Seed&Spark and built a social media presence to promote the project, share updates, and drive donations.

As the campaign’s Graphic Designer and Social Media Manager, I developed the visual identity and managed the social media strategy used to promote the film and engage supporters in collaboration with the Director, Alex.

Visual Strategy

The visual direction of the campaign reflected the film’s themes of nostalgia, Southern identity, and emotional intimacy.

Inspired by the film’s tone, the social content used:

Warm color palettes
Soft lighting and nostalgic imagery
Intimate close-up visuals
Typography that reflected the film’s dramatic tone

This helped create a recognizable identity for the project while maintaining consistency across platforms.

Campaign Content

Film Introduction

Character & Crew Introductions

Crowdfunding Incentives

Crew Introductions

Campaign Strategy & Results

The social media campaign focused on building anticipation for the film while introducing audiences to its themes and characters.

Posting consistently across grid posts and stories helped maintain visibility and grow the film’s online audience during the fundraising period.

Content included:

campaign announcements and fundraising milestones
behind-the-scenes production updates
thematic visuals reflecting the film’s tone
story content to maintain regular audience interaction

Social Media Growth

+337 Instagram followers gained since December
96.1k content views in 60 days (1/8 - 3/8)
32 Instagram grid posts published
40+ Instagram stories shared to maintain engagement

Crowdfunding Impact

$7,730 raised for production
39 supporters contributed to the campaign
Built an engaged early audience ahead of filming

Through consistent content creation and strategic social media promotion, the campaign successfully built awareness and community support for the film.

These efforts helped generate momentum for the project and expand the film’s audience before production began.