Hope After the Storm

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Photo Credit: Jason Graham

"The afternoon of May 20, 2013...

...is one our city will never forget."

This simple statement, written by Amy Shrodes, Director of Marketing & Outreach for Central Oklahoma Humane Society, set the stage for every story following her raw, emotional introduction to Hope After the Storm.

These words ring true to every Oklahoman. For us, the memory of May 20, 2013 is inescapable – whether we watched one of the many storms that devastated our state that week from afar; or huddled in our storm shelters, bathtubs, or closets as the sky roared overhead; or fled our homes hoping to outrun the EF5 tornado looming on the horizon.

For Amy, the devastation became little more than a maze to navigate. Less than 24 hours after the storm passed, she led a team of OK Humane staff and volunteers into the city's flattened neighborhoods, seeking pets who'd been separated from their families.

The damage to the city of Moore reduced even well-known neighborhoods to desolate wastelands, making it difficult for rescue workers and families to find their way around.

Photo Credit: Moore Monthly

Amy's position with OK Humane coincided with her service as Treasurer for Ad2OKC, an Oklahoma City-area organization for young advertising professionals. In January, 2013, Ad2OKC's board members (myself included) chose OK Humane as the recipient of our organization's annual, pro-bono marketing project, part of the American Advertising Federation's requirement that all Ad2OKC chapters engage in at least one public service project per year. The Board's ideas for OK Humane were numerous, but they lacked the impact the organization truly deserved.

Then, in the blink of an eye, everything changed.

In late June, Amy thoroughly recounted the experiences of OK Humane's team of staff and volunteers in Moore to Ad2OKC's board members. At that time, OK Humane's efforts to reunite rescued pets with their families were still ongoing. The stories were incredible. They were heartbreaking. They were triumphant. As we listened, we realized that we had to capture and preserve OK Humane's part in May 20's aftermath.

In that moment, the concept for Hope After the Storm came to life.

Days later, Ad2OKC & OK Humane began to plan production for a coffee table-style book.

My role expanded during the summer of 2013 as I assumed the role of Creative Director and began sourcing volunteer photographers, copy editors and designers. Meanwhile, OK Humane reviewed its database of reunited families to find subjects interested in participating in the project. At the same time, my fellow Ad2 board members reached out to their contacts in the greater Oklahoma City metro area, seeking additional photography and assets. Once we'd assembled a strong pool of assets and volunteers, I began working on the book's layout.

"Hope After the Storm's photography drives its narrative, making intimate, engaging, professional photography absolutely critical for its success."
-Ad2OKC Board Meeting, June, 2013

Jason Graham, Design Manager for Devon Energy, graciously agreed to photograph two of our subjects – Taters the calico and Achilles the husky. Jason and I worked together to complete the shoots, select the proper photos, and process them for inclusion in Hope After the Storm. Jeff Knapp, Communications Manager for Francis Tuttle Technology Center, volunteered to provide proofreading and copy editing services.

In October, Ad2OKC volunteers conducted the first interviews. Among them were Trina and her Pitt Bull, Tory, and Tiffany and her Husky, Achilles. Later, we met Linda and her schnauzer, Desi. Finally, we met the irascible calico cat, Taters, and her owner, Amy, a teacher at Briarwood Elementary.

During the months that followed, Ad2OKC worked tirelessly to shape the progression of each story to ensure that Hope After the Storm faithfully represented OK Humane's experience.

Amy, a teacher at Briarwood Elementary School, was injured when she was struck by debris as she attempted to shield her students. Hospitalized due to her injuries, she was unable to return home to find her cat, Taters, for several weeks.
Photo Credit: Jason Graham

Amy had only a few minutes to take shelter before the tornado struck Briarwood Elementary School.

Photo Credit: Jason Graham

"OK Humane rescued 151 animals. Of those 151, we were ultimately able to reunite 88 with their families."

-Amy Shrodes, Director of Marketing & Outreach, Central Oklahoma Humane Society

Hope After the Storm premiered at Full Circle Bookstore in Oklahoma City on May 18, 2014.

As production progressed, the photography truly drove the development of Hope After the Storm's design. Thanks to the efforts of Ad2OKC's volunteer photographers and board members, OK Humane's staff members and volunteers, and our subjects' families, I had a vast library of striking photography to leverage.

I chose to echo the somber, muted tone of each story's introduction with monochromatic or desaturated images. As each narrative progressed, images reflected the growing hope, optimism and relief owners and families experienced as they furst connected with OK Humane and were then ultimately reunited with their lost pet.

The final photograph(s) in each story are bright, saturated, and joyful – much like the smiles you'll also find there.

I selected a muted color scheme to align with the photography, supported by several shades of slate blue to provide an undertone of subtle, gentle reassurance.To counterbalance the stark, sterile opening tone of the book (and each story), I selected a robust, flexible type family that offered crisp, elegant serifs in its display styles and soft, buoyant curves in its italicized styles – Anglecia. The contrast between light serif weights and heavier italic weights aligned perfectly with the color palette and photography to subtly guide the reader's emotions as they progressed through each story.

A gentle approach was necessary for the opening page of each story, to soften the array of emotional turbulence to follow. Anglecia Pro's soft, feminine serif styles provided a perfect solution.

Achilles was too large to fit in the small storm shelter with his family, so they put him in safest place they could find – the bathroom of their home. The house was demolished by the storm.

Photo Credit, left: Rhiannon Winkelman - Photo Credit, right: Jason Graham

An Ad2OKC volunteer created this video to help OK Humane spread the word about Hope After the Storm's Premiere.

In 2015, Hope After the Storm earned a gold ADDY Award from the Oklahoma City chapter of the American Advertising Federation's (AAF) and a bronze ADDY award from the AAF's 10th District.

KOCO: Book Highlights Reunions of Pets' Families After Moore Tornado

Fox 25: After the Storm Shows the Journeys of Pets Who Were in Those Deadly Moore Tornadoes

The Oklahoman: Pet Rescue Book Marks Tornado anniversary

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