In our modern world, we sometimes take for granted the resources and conveniences we have, but the moment we have to go without them, we suddenly remember their impact on our lives.
These could be air conditioning, hot water, or the ability to flip a switch and have the lights come on. Of course, all of these have something in common – electricity.
Pitt & Greene Electric Membership Corporation, like many other cooperatives, is dedicated to keeping our lights on in any circumstance.
While so many seek shelter in the midst of a storm, their staff runs into the storms to repair power lines and restore power to our homes.
Project Overview
Pitt & Greene EMC wanted a video that highlighted the important work of their lineman as well as the other employees at the cooperative – hoping to attract even more dedicated people to the field.
To best do this, we decided to showcase their impact through a meaningful story and compelling footage of linemen hard at work.
Technical Approach
Especially in our state, we all can relate to the weather turning in a moment, casting a shadow on our outdoor plans. We decided to lean into this for our story and follow a family enjoying a summer picnic on their back patio.
As they’re spending time together, the sky quickly changes. Clouds roll in and they find themselves caught in the rain, running for cover as the lights flicker out.
Linemen spring into action, guided by their telecommunications team. They do whatever it takes to bring the lights back on.
Cutting back to the family, we see the direct impact of the lineman’s work as two young girls sit, watching the outdoor lights that had flickered out come to life again.
Even though capturing a rain storm was a part of the creative direction, we intentionally filmed on a clear (very hot) day because we also needed to film a sunny picnic scene as well. Filming in actual rain was also not an option since that could put our gear at risk.
This meant we had to make our own rain to capture the ‘weather changing’. Luckily, it wasn’t our first rodeo when it comes to ‘making it rain’. We have a rain machine that can turn any water source into a simulated rain storm.
We used it twice on this shoot, once while filming with the lineman crew, to replicate their response to a downed power line, and a second time while filming the family as their evening picnic turns into a thunderstorm.
This only works within a certain area, so the challenge is to trick the viewer into thinking it’s a regular wide-spread rainstorm. We do this often through close-up establishing shots.
It’s extremely helpful to be able to create some fake weather ourselves in a controlled environment rather than being at the mercy of the elements.
With everything filmed, we brought the script to life in post-production.
The edit, fast-paced at times, brings presence to the piece and draws in the viewer to the field and work of linemen.
Music and sound design also play a huge role in the feel of the video. There are so many sounds to emulate that complement the visuals: children playing at a family picnic, thunder and lightning, and the surge of power and electricity through lightbulbs and power lines.
This attention to detail carried into our casting choices for the voiceover. We knew we wanted someone who would add presence to the piece and emulate the power and resolve of these teams of linemen. We found the perfect artist and coordinated with him to get a read that matched the creative direction of the video.
We recognize the work of our linemen who respond with passion to restore power to our homes in the storms, but who also look after these resources just the same every other day, allowing us to heat and cool our homes, keep our food cold, and keep our lights on.
We’re thankful for linemen who never stop climbing!
