I worked as one of four editors on the film and also contributed as a cinematographer and creative partner. Our goal was simple: tell a story people could understand, share, and feel responsible for. We built the narrative intentionally — tight pacing, emotional honesty, and clear calls to participate. Within days, the strategy proved itself. Kony 2012 crossed 40+ million views in the first three days, and surpassed 100 million views in six days, making it one of the fastest-spreading videos in internet history at the time. The film became a global conversation almost overnight.