In December 2013, RAVA was contacted by Collective Invention & the San Francisco Unified School District (SFUSD) to create and produce a series of films that helped promote the SFUSD efforts to re-imagine and re-design public education for San Francisco’s schools, for 2025. RAVA proposed creating a central video piece for Vision 2025’s online and social media marketing campaign that shed light on the issues with the public education system in San Francisco today, and delineated the SFUSD’s vision for addressing them. The pieces would include a multitude of voices from the student, parent and funding community, and from within the SFUSD, in order to show the multiplicity of perspectives and opinions involved in writing San Francisco’s vision for the future of public education.
Tangential to this central promotional piece, we also proposed creating a series of short 1-2 minute videos with repurposed material from our 9-day shoot about specific subjects relating to education: parental involvement, teaching, technology in schools, etc. The result was a series of 5 short 1-2 minute videos and 1 x 7 minute long video featuring approximately 20 subjects from the San Francisco public school system community: SFUSD’s Superintendent; Chief-of-Staff; public school parents; union leaders; teachers; and the biggest stakeholders in this initiative, the students.
ALL WORKS ELLA KRUGLYANSKAYA VIDEO BY RAVA FILMS EXECUTIVE PRODUCER SUSAN DOYON EDITOR JASON WOOD MUSIC JACK PHILLIPS AND JOHN SCOTT