Promo Video Shows Theater Audience NCT’s Key Messaging to Drive Sales and Loyalty
Video Objectives
Visualize layered brand and product messaging to show what sets the client apart
Take the lead from advertising agency’s project pitch and deliver on their vision
As the North Carolina Theater prepared for their 2022-2023 season, they looked to their advertising partner Clean Inc to develop the messaging they’d use to promote their next season. And Clean, a collaborator and friend of The Grid, looked to us to visualize that messaging.
NCT wanted a short video to announce their upcoming shows and the season’s theme of “Women. Together. Survive. Thrive.” In addition, both they and Clean wanted to make sure the video highlighted what sets the theater apart: NCT’s focus on reflecting and connecting with their region and using top local talent in every production.Their theater prides itself on the fact that it builds, rehearses, and performs Broadway productions right here in Raleigh.
To help NCT and Clean bring their layered messaging to life, we aimed to take the discussion of the upcoming season and weave into it a visual story of a production in the making.
After thorough planning with NCT and Clean, it was a straightforward shoot in their rehearsal studio with a small video crew of three. The scripted interviews were wrapped before lunch, thanks in large part to the fact the interviewees were also trained actors.
Then the space and creative process of the theater took center stage. The afternoon was dedicated to filming b-roll scenes in the rehearsal area, workshop, and costume and prop warehouses. These were the scenes meant to underscore NCT’s core messaging that each show is built from the boards up in North Carolina.
The result was an announcement video that embodied the several threads of NCT’s messaging. And it would be used to not only stoke anticipation for the upcoming season, but also shown before each show to continue fostering that crucial connection with their audience.
Project Highlights
Video Format: Expert interview
Production Features: On-Location Shoot
We centered the interviewees in the frame so the audience would feel they were being spoken to directly, enhancing feelings of connection and the effectiveness of the video’s call to action.
The one set up and one script of the interviews helped to showcase the talent of the actor interviewees while allowing for dynamic intercutting in post-production to build momentum and depth in the video.
In planning, we mapped out every b-roll scene to efficiently gather a variety of shots – from the actors rehearsing around the grand piano to the details of sewing needles in the costume warehouse.
Are you looking for a video partner to bring your messaging to life? Contact us and we’ll help you craft a video that delivers real business results.