united domestic workers of America
CHALLENGE:
United Domestic Workers of America (UDW) represents over 171,000 home care and family child care providers across California — a vital yet often invisible workforce. These workers are the backbone of our care economy, supporting children, elders, and people with disabilities, yet their labor is undervalued, underpaid, and frequently overlooked in broader conversations about labor rights and economic justice.
UDW prepared to unveil a new brand identity aligned with their bold, justice-centered vision — a world where everyone has the resources to live a good life, where equality and dignity are possible and accessible. The challenge was to bring this vision to life through powerful, personal storytelling. Our task was to create a video campaign that not only introduced the rebrand but grounded it in the lived experiences of UDW members, making the union’s impact tangible, emotional, and real.
IMPACT:
I produced and directed a multi-video campaign that elevated the voices of four UDW members, including in-home caregivers and long-time union advocates, by capturing their day-to-day lives, the depth of their care work, and their commitment to fighting for a more just future. These documentary-style vignettes served as both a testament to their strength and a celebration of the community UDW builds.
The campaign helped humanize the union’s mission, shifting perceptions of care work from invisible labor to essential infrastructure. They were featured in UDW’s digital and internal communications, events, and launch materials to powerfully introduce the new brand. The campaign not only honored members’ dignity and resilience but also reinforced UDW’s commitment to equity, visibility, and grassroots leadership, setting the tone for the next chapter of the organization.
Role: Director, Producer, Cinematographer
Creative Director: Jordan Beyer
Cinematographer: Jordan Spalding
Gaffer: Sarah Megyesy
Color: Pinto Pictures
Above: Astrid Zuniga, alongside her husband, provides full-time care for their 24-year-old autistic son, Manny, in Modesto, California. Juggling Manny's needs with her leadership role at United Domestic Workers, Astrid exemplifies resilience and dedication in her dual roles.
Above: In Sacramento, California, Sabrina Bishop dedicates herself to providing full-time care for her client and close friend, Mike Williams. Mike has been battling Alzheimer’s for more than 15 years, now necessitating round-the-clock assistance.
Above: Ivonne Bejar and her husband, Jaime, operate an educational home care center for children in San Diego, California. Their journey began out of necessity when Ivonne faced challenges caring for her young daughter, Maya. Now, two decades later, Ivonne maintains connections with some of her earliest clients, many of whom are now in college.