The video was created as a fun and interactive way to encourage delegates to contact their Members of Congress. Since it was going to be projected on one of the plenary sessions, there was no chance for a re-play — the message should be clear and easy to understand from the beginning. To achieve our objectives, we developed a bright, colorful and clean look that could be related to the Facebook brand. The music track and voice talent were chosen because of their energetic and emotional tone, and they were complemented with soft sound effects. Helvetica Neue LT Std – one of AIPAC’s institutional fonts – offered a rich variety of weights to play with.