Creating a fundraising video for the Wisconsin Youth Symphony Orchestras was extra special for us – our creative director, Joe Feng, has a daughter who currently performs with the orchestra, and our editor Tessa Lee is a former member.

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Since 1966, WYSO has had over 5,000 young musicians participate in their programs, growing from a single orchestra to five orchestras and comprehensive chamber music programs.

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The video was part of their Grand Finale Campaign, the final $5.5 million phase of Wisconsin Youth Symphony Orchestras’ historic effort to build and sustain the WYSO Center for Music, a permanent home for youth music education in the heart of Madison. In the first four months after the launch of the video, WYSO raised $4.3 million toward that goal.

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"One of the hardest parts of embarking on a new video project is articulating the why: why this story, why now, and what do we hope it will accomplish? The second hardest part is finding a production company that understands that why as deeply as you do. ROACH Projects didn’t just understand ours; they embraced it. They stepped fully into our perspective and delivered a final piece that captured exactly what we hoped to convey, both emotionally and authentically. I’d work with ROACH again without hesitation."

Jake Penner

Marketing & Communications Director

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