Fueled by Curiosity — Driven by Creativity — Guided by Compassion
When a local news team does a particularly good job of providing life-saving information during a severe storm or covering every angle of a major local story, a "proof of brand" promo can highlight that coverage and reinforce the value of turning to that station for important local information. The biggest challenge in editing these promos is selecting just a few seconds of clips that effectively sum up multiple hours, or even days of coverage. I produced many of these promos in my years with FOX23, but I'm particularly happy with how these spots came together.
To illustrate how FOX23 Meteorologist Laura Mock covered a storm that rapidly spun up into a tornado, I came up with the idea of displaying a stopwatch that that displayed the short passage of time from one video clip to the text. Then, I wrote a script for FOX23 Chief Meteorologist James Aydelott to add emphasis to that 3-minute time span.
The FOX23 Severe Weather Team did a fantastic job of warning viewers in the path of this devastating tornado. The next day, one of the FOX23 reporters found a woman who had been watching at the time James Aydelott told viewers in her community to take cover. I thought the sound bite from Mike Grogan at the end ("This is why we do what we do") was the perfect way to wrap up this spot.
Promoting news coverage that involved someone's death is a task that requires extra sensitivity to how it will affect loved ones of the victim. I put a lot of careful thought into this script, and I think Sara Whaley did a great job of delivering it with the right tone. I made the choice to surround her with all black to eliminate any sense of "dressing up" the coverage of this story.