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.
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