IPProgress

IPProgress advocates for strong intellectual property (IP) protections around the world. IPProgress needed to counter the growing global adoption of compulsory licensing frameworks and clearly explain why those approaches fall short and why voluntary licensing offers a more sustainable alternative. Compulsory licensing often sounds appealing in theory, particularly in conversations about access and affordability. The challenge was developing a clear compare-and-contrast narrative that could cut through surface-level assumptions and explain the long-term consequences of these policies. The topic itself was highly technical, and the content needed to resonate with audiences across the United States, Central America, and Europe without losing nuance or credibility. I helped shape the creative direction and motion approach for a video-led campaign designed to make abstract IP policy concepts more concrete and understandable. Visual structure, pacing, and repetition played a critical role in guiding viewers through the argument, reinforcing key distinctions, and keeping the content accessible for non-expert audiences. The final video series provided IPProgress with a clear, adaptable framework for communicating a complex and often misunderstood issue. By grounding the narrative in clarity and contrast, the campaign helped the organization engage international audiences more effectively and support its advocacy efforts with content that informed before persuading.