Every year, we work with the Town of Fuquay-Varina to create a video version of their State of the Town address. Over recent years, with less emphasis on traditional communication avenues like physical mail and with the rise of social media, the Town switched to using their channels to educate citizens in a creative way.
This year’s video, summing up the 2023 fiscal year, took the form of a fun spoof on a pharmaceutical commercial. Traditional commercials in this space often follow a patient living their everyday life to the fullest because of the effects of their newfound medication. We mimicked this with bright airy visuals and over-the-top enjoyment of everyday activities to truly sell the concept.
With a strong element of satire woven throughout, we see each character enjoying their everyday life, interacting with each other at times.
We knew selling this piece as a pharma commercial would come down to the details. With special effects and graphics, we recreated some of the typical graphic styles inspired by this style of commercial and added a little branded license plate as an easter egg in one of the scenes.
Each year, the goal of the video is to communicate all the town is doing for the benefit of the citizens. Lately, Fuquay-Varina has gone through an intense growth period, with new businesses coming to town, additional road construction, and people moving into the area.
The town is fully aware that these new developments can bring about growing pains among citizens. They wanted to highlight that they truly understand these growing pains, but do so in a fun way, ensuring people that they won’t last forever.
Some of the infrastructure coming to town, like coveted shopping chains, are only interested in locations with a certain growth rate. Luckily the town is at that point where they are attracting this level of business which is exciting and benefits citizens. Fuquay-Varina wanted to address that they are planning ahead for the growth, encouraging citizens that some challenges may last for a little while, but they are all for the benefit of a brighter future.
We hope you have a laugh checking out the previous years’ State of the Town videos below!
