Case Study
MCK / Masjid Annoor
One Ramadan. One Million.
The Muslim Community of Knoxville needed $1 million to break ground on their masjid expansion. We built the campaign. They raised $1,009,443.
The Challenge
Masjid Annoor in Knoxville has been the home of a growing Muslim community for years. The building is 4,800 square feet. The community has outgrown it many times over. The expansion plan quadruples the space: a prayer hall for 210, a women's musalla for 134, classrooms, a library, a kitchen, and a food pantry. Total project cost: over $8 million.
Years of grassroots fundraising had brought in $3.5 million. To start construction, they needed to reach $4.5 million. That meant raising $1 million in one Ramadan. Miss the window, and construction gets pushed another year.
The difficulty: the new masjid doesn't exist yet. There's no building to photograph, no prayer hall to walk through, no dome to point a camera at. MCK needed materials that could make people feel the building before it existed. They brought us in to produce the campaign content.
What We Built
A fundraiser video, a set of print posters, and a cataloged render library. Built fast, delivered before Ramadan started.
They passed the goal. MCK cleared the $4.5M construction threshold. Ground-breaking: summer 2026.
The Fundraiser Video
There's no building to photograph. No prayer hall to walk donors through. So we built a 92-second video around the architectural renders, voiced by Imam Dr. Khalid Shahu. His is the voice the community hears every Jumu'ah. That matters more than any script.
The video moves through the architectural renders, animates the floor plans to show the scale of the addition, and closes with a funding meter and a direct ask. Delivered in both landscape and vertical formats for social media, the website, and in-person presentations at the masjid. Subtitles throughout so the message works with the sound off.
The full 92-second fundraiser video, voiced by Imam Dr. Khalid Shahu
Interior prayer hall with mihrab and dome ceiling
Floor plans showing the scale of the addition
Closing frame with funding meter and call to action
The Posters
Not everything lives on a screen. These three poster designs were printed at large format and displayed at the masjid, where people see them five times a day. Each one shows a different part of what's coming: the street-level entrance, the interior prayer hall, and the full aerial view of the site. When someone walks into Masjid Annoor right now and looks up, they see the future next to the donation box.
Street-level views: entrance colonnade and evening facade
Interior prayer hall: mihrab, dome ceiling, arabesque detailing
Aerial perspective: the full expansion in context
How We Worked Together
The Imam's Voice
Imam Dr. Khalid Shahu recorded the voiceover himself. His is the voice the community hears every Friday. We wrote the script, he delivered it. When he says "this is your masjid," people believe him.
Selling What Doesn't Exist Yet
No building to photograph, so 53 architectural renders became the raw material for everything. Exterior views at different times of day, interior prayer hall details, aerial site plans. The same images ran across videos, posters, and social content. One visual language, every touchpoint.
Video and Print, Working Together
The fundraiser video launched the campaign online and on social media. The posters stayed up at the masjid all month, right next to the donation box. Same renders, same vision, two formats. People saw the building on their phones and again when they walked in for prayer.
Fast Turnaround, High Fidelity
Feedback came in, new versions went out same-day. Adjust timing, swap a render, update the subtitles, deliver a new cut in hours. When the campaign needed changes mid-Ramadan, we weren't waiting on a production queue.
From Brief to Eid
Strategy and Asset Inventory
Project brief, campaign playbook, architectural render catalog. Received all source materials from the architect and organized everything for production.
Fundraiser Video
Script written, voiceover recorded by Imam Khalid, video produced. Eight scenes, word-level subtitles, animated funding meter. Delivered in landscape and vertical formats.
Posters
Three poster designs using high-resolution renders. Exterior, interior, and aerial views. Print-ready files delivered for large-format display at the masjid.
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