Between 2015 and 2019 I was part of the Digital Comms team of Argentina's National Government. As head of video at the Undersecretary of Presidential Communication, my team and I produced content for digital platforms and social media.
The objective was to make the government's agenda accessible to everyone, making technical information and less-entertaining topics more friendly and enjoyable. In our vision, this made messages more effective.
In those years, our team had the opportunity to experiment with emerging formats.
Stories
Stories were a big deal, they were key in our communication. We began using them in 2016 as a daily tool to document the President's routine. In the beginning, Stories were posted in Snapchat and video adaptations were made for Twitter, Facebook and Instagram feeds. As these social media platforms evolved and launched their versions of Stories, we also adopted them to amplify the reach of our content.
Producing Stories in a daily base gave us the opportunity to think how they were produced, shot and edited. We developed workflows that allowed our team to work remotely, with multiple cameras simultaneously, while editing in near real-time. This know-how was also applied to the communication strategies of the Casa Rosada and the G20 Summit.
In hindsight, if we stitched all of the footage together, it would result in the most comprehensive mobile documentary of a President ever made.
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Infraestructure Works
Showing the progress of infraestructure works was crucial in Macri's administration. We came up with numerous formats with the goal of creating unique, eye-catching and thumb-stopping content.
We also built a helmet with two GoPro cameras that traveled around the country, recording the progress of the infrastructure.
The Presidency of Argentina partnered with Microsoft to use the Hololens technology to present ongoing project as 3D interactive models.
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User Generated Content
Users comments on posts lead to UGC or user-generated content: messages, images and videos were used to create engaging new content.
For example, when the Puente La Noria viaduct was completed, users shared footage on social media and we used them as part of our communication campaign.
Another example was the launch of the SAOCOM 1A satellite.
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Live Video + Q&As
Live streaming on YouTube, Facebook and Instagram opened the door for experimenting with new video formats.
A drone flying over the Plaza de Mayo and the Casa Rosada: https://fb.watch/b2wYfow-5f/
In addition to broadcasting the presidential agenda, we used live video to highlight special events. For example, we streamed the progress of infraestructure works, drone footage from National Parks, and the Argentine cult-film "Esperando la carroza" –while its director made live comments in the chat. We also teamed up with National Geographic to premiere "Wild Argentina" documentary.
Live stream of "Esperando la Carroza": https://www.facebook.com/watch/?v=10155525441023478
Another significant use of the Live feature were Q&As. On numerous ocassions, former President Mauricio Macri answered questions and invited users to join the conversacion.
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Project
Presidencia de la Nación Argentina
Role
Video Editor +
Graphic & Motion Graphics Designer +
Creative +
Live Stream Operator
Release Date
2015–2019
