Open Ottawa: Data for a Smarter City

Process:

Problem: A digital platform by the City of Ottawa, Open Ottawa provides access to more than 500 datasets about the city. Yet, many local residents & businesses are not fully aware of the platform.

Pre Production:

We began by researching the platform, its benefits, and the client’s target audience. From this, we developed personas to better understand their needs and tailor our message:

Primary Persona

Rachel Thompson

A mother in her late 30s who wants safer roads for her children walking to school. She believes data can help improve pedestrian safety but doesn’t know where to find relevant information or how to use it.

Secondary Persona

David Novak

A mid-career entrepreneur looking to grow his local business. He's curious about how Open Data could help optimize operations but lack awareness of where to access useful data and interpret it.

Tertiary Persona

Maya Rodriguez

A college student studying urban planning, tech, or environmental science. She's eager to use Open Data for research projects and social change but need guidance on where to find reliable datasets.

We then developed a script that would resonate with our personas & solve for the client's problem by:

• Raising awareness about the platform.
• Showcasing real-world examples.
• Encouraging use of the portal.

Scene 1. Shot 1 SHOT TYPE: WIDE

Visual: Low angle Ottawa sign, with traffic & people passing by.

VO: "In our city, data is more than just numbers, it's the key to unlocking solutions."

Scene 1. Shot 2 SHOT TYPE: WIDE

Visual: Wide shot of Rideau Canal with boats passing below the bridge.

VO: "Open Data creates an environment where.."

Scene 1. Shot 3 SHOT TYPE: WIDE

Visual: Low angle, showcasing the massive Alexandra bridge from far.

VO: "...innovation meets transparency through data!"

Scene 1. Shot 4 SHOT TYPE: WIDE

Visual: Major's Hill Park with the Gallery of Modern Art in the background.

VO: "Like many cities, Ottawa faces challenges such as..."

Scene 1. Shot 4 SHOT TYPE: WIDE

Visual: The hustle and bustle of Byward Market with people passing by.

VO: ... housing affordability, mental health issues and climate change.

Scene 1. Shot 4 SHOT TYPE: WIDE

Visual: Pedestrian walks into frame on a busy street and pulls out a cellphone.

VO: "But imagine having the tools to understand.."

We'd also created a moodboard, shot-list & storyboard to visualize the video's flow and to ensure that the message was clear and engaging.

Production:

Based on the storyboard, we first conducted location scouting using Google's Street View before visiting in person. This allowed us to be efficient with time & resources.

This allowed us to create the Shoot Schedule where we grouped nearby shots and split the video into 5 days of shoot. The schedule had to be time-sensitive to prioritise outdoor shots during a heatwave before stormy weather arrived.

We also planned a Shot Set-up Diagram for shoot day 4 to achieve a well-lit subject in the small meeting room for the interview scene with our client. This allowed us to be well prepared and efficient, allowing us to get multiple takes.

Post Production:

Once we had recorded the Voice Over, we used it to structure the film, putting our rough cut together & animating motion graphics to form an offline cut. A couple rounds later, with colour correction, grading, audio mixing with music, sound design, and some fine tuning, we had our final product.

Final Video: