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Try Something Different Campaign

Project Type

Outdoor, TV commercials, and radio commercials.

Role

Producer, designer, and editor

Get people who consume media in the morning
Who think all local news is the same
To watch FOX 17 Morning News
By showing them we ARE different.

You have to grab eyeballs from the sea of sameness of roadside billboards. And because I like playing against type, I took the traditional Mount Rushmore news anchor lineup and turned it on its head. Literally.

With the help of the Green Frog Photo, we built a rig and actually hung the talent upside down. Luckily, the talent trusted me enough that no matter what crazy idea I wanted them to do, they would be on board because they knew it would be awesome.

These aren’t your typical TV spots either. In a market of hard-hitting news promotion, I highlighted the entertaining and fun moments of the morning show. I scoured through the show daily to find the best moments and set up recordings of every camera so I could edit to best serve the commercial vs what they edited for the show. Please keep in mind this campaign was pre-HD for quality.

I knew our unique talent made us stand out in the market. So why get in the way? The intro to the radio spots says it all: I crammed five people into a recording booth the size of a kitchen table and led them in conversation. Then grabbed the best bits.

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