M.C.Haggis - Bow On It!

“BOW ON IT” — ORANGE / RETHINK Case Study Overview A high-energy, narrative-driven kids music video designed to teach emotional resilience through humor, music, and storytelling—built specifically for children’s ministry environments. Client: Orange (ReThink Group)
 Agency/Partner: ReThink
 Role: Director
 Format: Music Video / Curriculum Content
 Context: Christmas programming for kids environments The Challenge Children’s ministry content has to do three things at once: Be fun enough to hold a child’s attention Be clear enough to communicate a principle Be structured enough to support curriculum goals Most content leans too far one way—either overly educational or purely entertainment. The goal here was to deliver a message kids could actually remember and apply: how to work through problems with the right mindset. (And do it in a way kids would want to watch again.) The Idea Wrap truth in fun. Instead of teaching directly, we built a playful, high-energy music video that uses humor, repetition, and visual storytelling to embed the message. The concept: take everyday frustrations and show a better way to respond—then “put a bow on it.” My Role Directed the full piece from performance through final visual tone Guided comedic timing and energy to match a kids audience Designed camera language to feel dynamic and engaging Shaped pacing to balance chaos (fun) with clarity (message) Collaborated with creative team to align curriculum and entertainment Creative Approach 1. Energy First
Kids engage through movement and rhythm. The piece was built around music, pacing, and visual momentum. 2. Controlled Chaos
The tone feels playful and unpredictable—but every beat is intentional to support the message. 3. Repetition as Strategy
Key phrases and actions repeat to reinforce learning (aligned with how kids retain information). 4. Performance-Driven Direction
Performances were pushed to be expressive and slightly heightened—living between reality and cartoon logic. Execution Directed high-energy performances with precise timing Built visual variety through camera movement and framing Balanced bright, festive tone with narrative clarity Delivered a piece that works both as standalone content and curriculum support Outcomes Created a highly engaging piece kids will rewatch (critical for retention) Successfully translated a behavioral principle into memorable content Elevated curriculum media beyond static or lecture-style formats Strengthened connection between entertainment and teaching Impact Aligned with the broader Orange Strategy approach—meeting kids where they are by combining fun + truth to drive real-life application. This project demonstrates how strong creative direction can turn educational content into something kids don’t just watch—but internalize.