Downtown Raleigh Alliance Inspires Stakeholders with Collection of Stories Told by the Community
Video Objectives
Develop series of videos from one production showcasing different stories
Balance high production value video with on-the-street filming style
With the mission of advancing the vitality of Downtown Raleigh for everyone, the Downtown Raleigh Alliance (DRA) is behind many of the programs residents love, like First Friday, Jazz in the Square, and their big annual event, State of Downtown.
So for the 2021 State of Downtown - after the year everyone had in 2020 - the DRA wanted to tell stories that focused on that mission of vitality and emphasized the resilience and aspirations of the downtown community. And it was important those stories be told from the perspective of its community members.
To help the DRA develop and showcase those narratives, we aimed to create a set of videos that highlighted the space and place of downtown while meeting people where they are - in the streets and shops and restaurants.
Over the course of four days, we lined up back-to-back interviews with residents and business owners, artists and community leaders and filmed them on-location in the environments that made their stories come to life. We captured slice-of-life footage of people going about their day downtown. And we got sweeping, scene-setting drone shots of the Raleigh cityscape.
After we wrapped this comprehensive production, we went to work crafting the sort of video narratives that inspire and attract the range of stakeholders attending the State of Downtown: investors, developers, customers, residents, and businesses (current and future).
And when the day of the event arrived, the DRA had a set of stories that put their mission front and center and immersed their audience in the place and people of downtown Raleigh - their diversity and community pride, and their ability to reimagine and reinvent. So long, 2020.
Project Highlights
Video Format: Brand, expert interview
Production Features: On-location shoot, unscripted shoot, 3-person crew
We balanced on-the-street style with high production value through strategic use of natural light, dynamic framing, and effective post-production orchestration of dialogue, ambient sound, and music.
To make the audience feel like they were visiting each of the shops and neighborhoods, we used wide shots to capture the environment behind the interview subjects and overhead drone shots that showed the context of the location.
To visually connect the multiple videos into an aesthetically cohesive set, we used branded motion graphics, slow motion effects, and similarly framed shots (like the overhead drone shot) in each of them.
If you have an important story to tell (or several of them!) and you want it told with authenticity and quality, contact us. We'll help you craft a video that delivers real business results.