Not only is Knightdale an amazing place live, it’s a prime spot for starting a business or pursuing a dream. We partnered with the town to produce this “Start Something” video campaign, inspiring residents and businesses to invest in their community. The fun, engaging video features vibrant lifestyle footage and dynamic graphic overlays, ending with a warm invitation from Mayor Day.
Campaign Goals
Beginning with the end in mind, we knew Knightdale wanted this project to:
- Inspire individuals and entrepreneurs to start businesses in Knightdale.
- Highlight the town as an amazing place to live and do business.
- Create accompanying design elements that reflect the video’s creative direction and could be used throughout the town.
Creative Approach
Video Production
Since Knightdale is a longstanding client of ours, we’ve naturally spent some time there and know personally how much fun it is to explore. We wanted the production process to capture that same essence, so we tapped into the following tools to make that happen:
- Upbeat Music: There’s nothing like a good music track to drum up some positive emotions and energize viewers.
- Lifestyle Footage: Following a diverse group of families and individuals having fun around town.
- Graphic Overlays: Highlighting key messages and statistics that support the narrative of opportunity and growth.
The video concluded with a personal message from Mayor Day. Since we’ve worked with her for a number of years, we wanted her warmth and excitement to come through while she encouraged viewers to “Start Something” in Knightdale.
A good bit of the lifestyle footage came from a previous project with the town. The opportunity to repurpose footage for different deliverables is yet another reason why we love having ongoing relationships with our clients. It allows us to pick up right where we left off, but still create something new and fresh for them.
Design Integration
While our studio primarily specializes in video production, we recognize the importance of visual design in enhancing the campaign’s impact. We don’t always do independent design projects, but if the campaign calls for it, we love creating design work that matches a client’s video, ensuring that the visual elements are consistent across both mediums.
Key Design Elements
- Color Palette: The video’s vibrant color scheme mirrors its energy and helps the campaign feel cohesive
- Typography: Naturally, the font choices used in the video were adapted for the town’s banner graphics for that good old brand consistency.
- Language: Just like the visuals are designed to match the video, we wanted the banners to feature verbal call-outs that reflect the campaign’s creative direction.
- Imagery: We used still photos with a similar lifestyle feel as the video for the banners, to make the whole campaign feel cohesive.
The banners, designed to reflect the video’s themes, were installed throughout Knightdale, creating a unified look and consistent visual identity throughout the town.
We love projects like this that blend video production seamlessly with design work, even when design isn’t our primary focus. It’s exciting to think about people watching the video in their homes and then recognizing the same elements in the matching banners flying high throughout their town.
