SEIU 32BJ
Role: Photo & Video Production
Focus: Campaign Content, Event Coverage, Social Media
Industry: Labor / Advocacy
Introduction & Goal
SEIU 32BJ is a major labor union representing property service workers across the East Coast, including security officers, janitors, and building staff.
I worked with the Philadelphia-based 32BJ group to create content supporting campaigns focused on:
Raising the minimum wage to $15
Advocating for higher wages for security workers
The goal was to capture and produce content that could:
Communicate clear, impactful messaging
Document rallies and public actions
Support social media and campaign visibility
Process & Experience
Campaign work requires a different approach than traditional content — it’s about clarity, urgency, and real people.
Capturing Real Moments
Documented live rallies and demonstrations
Focused on authentic expressions, crowd energy, and key moments
Captured both wide-scale turnout and individual voices
Message-Driven Content
Content wasn’t just visual — it needed to support a message.
Signs, chants, and speakers were central visual elements
Focused on moments that clearly communicate the cause
Prioritized clarity over overproduction
Photo & Video Coverage
Shot both stills and video during live events
Captured speeches, crowd reactions, and movement
Created content that could be used across social platforms
Working in Fast-Moving Environments
Unscripted, real-time coverage
Constant movement and changing conditions
Required quick positioning and awareness to capture key moments
The Outcome
The result was content that helped support the visibility and messaging of ongoing labor campaigns.
Produced photo and video assets for campaign use
Captured authentic moments of advocacy and community
Supported social media and digital communication efforts
Helped document key moments in public-facing campaigns
The content contributed to amplifying the voices and presence of workers advocating for change.
