Robin Hood is the largest private poverty-fighting organization in New York City. In its 23-year history, it has distributed over $1 billion to organizations that have positively impacted the lives of low-income New Yorkers. Late last year, in the aftermath of Hurricane Sandy, Robin Hood was instrumental in organizing and staging 12-12-12 The Concert for Sandy Relief. The live broadcast from Madison Square Garden reached more than a billion people worldwide by airing on 34 U.S. networks and television feeds and by streaming online and on the radio airwaves... carrying performances by most of the world's most renowned musical artists.
According to Robin Hood, the event is now one of the biggest charity events of all time, having raised more than $70 million. Also, as of late April, 100% of the Robin Hood Sandy Relief Fund has now been allocated to 391 different organizations, representing extraordinary efforts to provide critical support to all those affected by Hurricane Sandy.
In the weeks prior to 12-12-12, in the Brooklyn-based studio of creative force Juniper Jones
, the discussions about promotions for the forthcoming concert event ramped up extremely quickly. In meetings between company founder and creative director Kevin Robinson and executive producer Susie Shuttleworth with executives from AMC Networks and Digital Arts, all the heartfelt sentiments and grand ambitions behind the initiative met with the reality of creating the cinematic content and materials that needed to be created "yesterday" to allow all the partners to begin promoting it.
"First, we developed the creative concept to drive the spot," Robinson explained, referencing the content shown above, which is just one of over 1,000 custom versions created and delivered by Juniper Jones. "We then put together a fantastic team of designers, compositors, and editors to see this vision through. The team worked tirelessly with overnight shifts in order to deliver multiple versions of the finished job in time. It was a challenging, yet rewarding back and forth, and ultimately an honor to work on a project that would give aid to our neighbors and communities."
To learn more about the Robin Hood Foundation and the disposition of the Sandy Relief Fund, please visit http://www.robinhood.org/rhsandy.