This spot was really energizing for me as a creative and I feel like it embodied my inner drive these last few months. It's an easy trope, calling these days 'times of uncertainty" but what is hard, and what we need most, are people like the ones featured in this video to lead, to move the conversation forward. We ARE going to get out of this together, through hope and hard work. I love that. -Mason
From director Erik Candiani:
"I think this is my favorite spot that we've done for quite a while...
We've all been asking "what's next?" and have seen SO many spots focusing on the more sentimental side of things: "We're opening"... "Uncertain Times"... that are generally the safe message both inside and outside of our industry.
So, I felt it was time to push forward with a little attitude while acknowledging what many are feeling right now. To drive folks to rise up out of this -- unified and positive. It's a dramatically different tone than what we've done over the past couple months, but also a leap ahead of where and how others are marketing it now. A bit of chance? Yes.
BTW, just before the Virginia Strong hit in the middle, that's the Mayor AND Governor (who says our current slogan)."
When weather turns rough, Richmond turns to NBC12. This spot was created to run ahead of all major weather events and was filmed on location during Hurricane Isaias.
Written, directed + edited by: Mason Adams
Filmed by Mason Adams + Terrell Thompson
News footage by NBC12 photographers.
2020 - a year of challenges. Richmond faced them one by one with resolve, with dignity and with grace. Editing this spot reminded me of everything we faced and how far we came. I know the city is stronger - because if we can get through this, we can get through anything.
An incredible time to be embedded with Richmond's #1 station. The election itself may have been a rollercoaster but every single person at WWBT worked hard to bring the best coverage to the community.
"All four news-producing stations decided to join together to send one message to Richmond, Va., viewers. The campaign features the main on-air talent from each station in every spot airing on all four stations. The campaign also showcases each station’s logos and news vans in every spot. “This was a true top-to-bottom team effort. It was a pleasure to work so closely with the creatives in this market, and I am extremely pleased with the results,” said Erik Candiani, WWBT’s marketing director." - TV Newscheck
For this spot I edited 9 separate versions, 2 for each station and the single spot above. Seeing the stations work together like that - it was unprecedented. The message resonated not just with Richmond but also internationally, where in the country of Georgie the entire country's local stations aired their own version of this spot.
NBC12's creative services work spans a wide variety of different styles, approaches + purpose. I had a blast editing this marketing reel and it really captures the attitude that the station and its talent are known for.
COVID-19 forced the NBC12 newsroom to rapidly adapt to the realities of a distributed workforce. Not only did the different teams smoothly transition into a better way of working, they innovated on longstanding practices to come out stronger, faster and better equipped for the future of journalism.
Directed + edited by: Mason Adams
Filmed by Mason Adams and Terrell Thompson
I spent the month of June 2020 working with all the NBC12 reporters to tell the story of their updated beats. 10 videos shot all over Richmond and in the studio to highlight both the individual efforts and broader station strategy for a new kind of coverage during the COVID-19 pandemic.
Directed, written, filmed + edited by: Mason Adams