Several years ago, we created an impactful police recruitment video for our longtime client The Town of Knightdale. It showed the impact officers havee on crime prevention, saving lives, and protecting their communities. Now that a few years had passed, it was time for them to update their recruitment content and, as always, we were happy to help.
The police department wanted something that captured attention, felt grounded yet elevated, and showcased their core values, attracting the right candidates who would fit into their culture.
These are the core values they wanted to hightlight





Creative Approach
We dove into their world, filming officers in action – from patrols in the community to connecting with citizens. These moments seeing officers faces, tuning into their day-to-day lives, and experiencing the intentionality they put into their work allows the viewer to put themselves in the shoes of the officers and helped them to see themselves as a part of this police force.

We paired these authentic moments with sleek, on-brand graphics inspired by the town’s brand identity. The goal? To balance the heart of the job with its action-packed side.
While the overall campaign had a very cohesive look and feel, we spiced things up with the different edits for the batches of cut downs.
For the core values videos (shown below), we leaned into an upbeat, approachable tone. For the ‘Transformation’ series at the top of this case study, we cranked up the epic vibes with a high-energy edit that could inspire anyone to join the force.
Delivery Strategy
We created two versions of each cut down, one with a QR code to reduce any ‘barriers to entry’ for applicants and another without a QR code for our client to have an evergreen copy.
Blending authenticity with creativity allowed us to tell Knightdale Police Department’s story of action, integrity, and connection, inviting new recruits to apply to be a part of a great community.