Bringing a Visionary Public Space to Life Before Construction Began
Before any construction equipment arrived on site, Perkins&Will had a bold idea: use video to help people see NC Freedom Park before it existed. This public space in Downtown Raleigh—designed by Phil Freelon, the visionary behind the Smithsonian’s National Museum of African American History and Culture—would honor the Black struggle for freedom in North Carolina and across the nation.
They needed a way to visualize the story, evoke emotion, and inspire action. That’s where we came in.
We partnered with Perkins&Will to produce two films. Both videos helped generate early awareness, support fundraising efforts, and connect the community to a vision not yet built.
The Goal: Show What Doesn’t Exist (Yet)
Perkins&Will wanted the videos to do more than inform. They needed to move people—to make the story of NC Freedom Park feel real before any ground was broken. Our creative direction centered around hope, legacy, and imagination.
We created two videos with different storytelling approaches: one narrative-driven, the other documentary-style.
“Footsteps”: A Narrative Film About Legacy
The first film, Footsteps, follows two children exploring the undeveloped site of the future park. As they walk, voiceovers from iconic Black leaders guide their journey. The kids represent the next generation—walking in the footsteps of those who came before them.
We used CGI to animate glowing footsteps behind the children, symbolizing a link between past, present, and future. The result was a powerful and poetic story grounded in both imagination and truth.
Video 1: “Footsteps” – A Story for the Next Generation
The first piece, “Footsteps,” follows two children walking through the undeveloped site of NC Freedom Park. Guided by voiceovers from historic Black leaders, the children explore the future space and represent the next generation stepping into a legacy.
To deepen the symbolism, we used CGI effects to animate glowing footsteps that trail behind them—linking past to present, vision to reality.
Phil Freelon on Camera: The Park in His Own Words
Our second video centers on an intimate interview with Phil Freelon, who shares what the park means to him and why it matters for Raleigh. His words offer both insight and inspiration, captured shortly before construction began.
To support his vision visually, we overlaid animated 3D renderings that depicted the future layout and design of the park.
Crafting the Vision: How We Approached the Production
- Location & Storyboarding: We filmed on-site in Raleigh and worked closely with the client to storyboard each scene and message.
- Visual Effects: CGI allowed us to represent the park’s future and illustrate narrative concepts like the animated footsteps.
- Sound Design: We combined narration, natural sound, and score to evoke emotion without overwhelming the message.
The videos became a key part of donor presentations and community outreach, building excitement for a park that would soon become a vital space in the city.
Final Thoughts
We were honored to help cast the vision for NC Freedom Park and to collaborate with Perkins&Will in telling this story. Today, the completed park stands not only as a physical space—but also as a living tribute to justice, freedom, and legacy.
Want to make something unforgettable? Let’s make it happen.
