Hogscroft Hedgehog Rescue -
Social Media Promo
Client Problem: Hogscroft Hedgehog Rescue has relied on donations to support its rescue work since launching in 2022. To help the charity reach new audiences and increase awareness of its mission, I offered my services voluntarily to create a social media promo that could showcase the work of the volunteers and give followers a behind-the-scenes look at the rescue centre.
Creative Direction: The goal was to create an authentic and emotionally engaging piece while ensuring the welfare of the injured hedgehogs remained the top priority throughout production.
The promo was planned, scripted, filmed, and delivered within a tight timeframe. Shot entirely on a Google Pixel phone in a single day, the production approach was designed to minimise stress for the animals while still capturing intimate and impactful moments that reflected the dedication of the rescue team.
Post Production: The edit was completed in Adobe Premiere Pro and timed to coincide with the charity’s fundraising abseil event to maximise exposure across social media.
The pacing, music selection, and emotional tone were carefully crafted to highlight both the challenges and uplifting impact of the rescue centre’s work, helping audiences connect with the story on a personal level.
Outcome: Within 24 hours of posting, the video generated thousands of views across social media, helping introduce new audiences to the charity and increasing visibility for the volunteers and their ongoing rescue efforts.
Scot Pine Study, James Hutton Institute - Social Media Promo
Client Problem: When I joined The James Hutton Institute, I identified a significant gap in the organisation’s social media performance and audience engagement. Much of the content being published lacked a clear direction and was not optimised to reach wider audiences online.
I also noticed that important scientific stories were often being released solely as press releases on the Institute’s website, meaning valuable research with strong public interest potential was missing opportunities for exposure across social media platforms.
Creative Direction: One story that stood out was a scientific research project on Scot Pines in collaboration with Woodland Trust, which had received no dedicated social media coverage.
Using imagery from the original press release, I condensed the key information into a concise 30-second script specifically designed for social media audiences. The aim was to transform a detailed scientific story into an engaging and accessible motion graphics video that could quickly capture attention while communicating the importance of the research.
Post Production: The project was created using Adobe After Effects and Premiere Pro, with a focus on producing a short, visually engaging, and platform-optimised piece of content.
Motion graphics, pacing, and typography were carefully designed to simplify complex information while maintaining viewer retention and delivering the message clearly within a fast-paced social format.
Outcome: The final video became the most viewed piece of content on The James Hutton Institute Instagram page at the time of publishing.
Before I joined the organisation, the Institute’s channels averaged approximately 5,000 monthly views. Within a few weeks of implementing a more targeted content strategy and releasing this project, monthly views increased to nearly 20,000.
The campaign also attracted new followers from across the United Kingdom, helping expand the Institute’s reach and increasing awareness of its scientific research among wider audiences.