Introduction: Well, folks, buckle up for a wild ride! We’re about to dive into the depths of political advertising with the 30-second ad spot that aided in Sheriff Paula Dance’s getting re-elected in Pitt County Greenville, North Carolina.
Background: The job of a sheriff is to serve all, which posed a challenge when it came to selecting a target demographic for the campaign. To overcome this, the creative team adopted a value impact approach by highlighting Sheriff Dance’s significant contributions to the community. Approach: The creative and strategic approach taken for the commercial involved the following steps:
- Scout the locations and identify any potential obstacles
- Create a compelling shot list
- Develop a pre-visualization mood board and 3D rendering of the shots to illustrate to the client we are on the same page and put their any unknown expectations or fears to rest
- Use the 3D rendering software to do blocking, taking into consideration the working location of the detention center.
- The flag as a background symbolizing patriotism
- A multicultural staff to showcase diversity
- Utilizing the shape of an arrow with Sheriff Dance’s at the tip of the arrow to symbolize Sheriff Dance’s leadership
- Kids and seniors to show Sheriff Dance’s relatability to a diverse group of individuals
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