The American Bar Association
Founded in 1878, The American Bar Association is the largest voluntary membership association of lawyers and legal professionals in the world. To attract new members, grow excitement with its current base and drive awareness for the profession as a whole, we worked with the ABA to develop a comprehensive video campaign highlighting the organization’s mission and brand pillars.
We began the video series by establishing a campaign platform, “For All,” that would provide a throughline in each iteration.
The first video served as a campaign launch, introducing ABA’s brand ethos of working to defend liberty and pursue justice for everyone. It gained roughly 900,000 views on the ABA’s Youtube channel.
We then quickly rolled out four pillar videos showcasing ABA’s core commitments. In total, the series highlights the key drivers behind the organization’s purpose and resulting impact on society, inviting a new generation of changemakers to take part.
Creative Director: Jonathan McGlothin
The ABA offers exclusive continuing education, benefits, services and group networking opportunities to its members, while also helping to set the standard for law school accreditation, model ethics codes, and more.
