WaterFire Providence | The Phoenix Rising Campaign: Igniting Community Through Storytelling

Client: WaterFire Providence

Industry: Nonprofit, Arts and Culture

Services: Creative Campaign Development, Video Production, Community Storytelling, Event Marketing, Fundraising Support

Overview

WaterFire is a world-renowned public art installation and nonprofit organization based in Providence, Rhode Island. Known for transforming the city’s rivers into a stage of light, sound, and movement, WaterFire has become both a cultural landmark and a gathering place for thousands each year.

When the WaterFire team came to BOATS, they were preparing for their annual Phoenix Rising Gala and wanted a creative campaign that would highlight WaterFire’s deep connection to the community. Their goal was to celebrate the organization’s mission and inspire attendees to reflect on the impact WaterFire has across Rhode Island.

Our Approach

BOATS collaborated with WaterFire to design a storytelling campaign rooted in emotion, creativity, and community participation. Rather than relying solely on traditional advertising, we wanted to invite the people of Providence to share their own experiences and bring the meaning of WaterFire to life through their voices.

Creative Concept: “The WaterFire Phone Booth”

We developed a physical phone booth installation where community members could leave voice messages about what WaterFire meant to them. These authentic messages became the foundation of the campaign, allowing real people to share stories of joy, nostalgia, and local pride.

Storytelling and Production

Our team captured these voices and transformed them into a cinematic short film that showcased the heart of the community behind the fires. The narrative blended heartfelt community reflections with visual scenes of WaterFire events, creating an immersive storytelling piece that celebrated art, unity, and belonging.

Campaign Launch and Gala Integration

The campaign launched across WaterFire’s digital platforms, where it received over 70,000 views and sparked meaningful community engagement. At the Phoenix Rising Gala, the feature video premiered just before the fundraising portion began, serving as a unifying moment that reminded attendees why WaterFire’s work is so vital.

Results

The campaign amplified awareness, strengthened emotional connection, and set the stage for a successful gala experience.

• The Phoenix Rising Campaign generated more than 70,000 views and high engagement across social platforms.

• Community feedback reflected a renewed sense of pride and emotional connection to WaterFire’s mission.

• The storytelling piece enhanced the overall gala atmosphere, contributing to an evening that raised over $500,000 in donations and celebrated the power of shared community experiences.

Why It Matters

This project reflected what BOATS believes at its core: storytelling builds connection. By centering community voices, WaterFire was able to remind supporters that their contributions fuel something much larger than a single event.

Through collaboration and creative direction, BOATS helped WaterFire translate its impact into a visual story that deepened engagement, strengthened brand recognition, and celebrated the people who keep the fires burning.