Austin Brand Campaign

ART DIRECTION, CAMPAIGN, STORYBOARD, POST PRODUCTION

Austin American-Statesman

Austin, TX

CHALLENGE

Our goal was to shift the perception of the Austin American-Statesman and show its unique ability to amplify the voices of people making Austin better. We wanted to encourage our audience to support their city and its change-makers by subscribing to their local news source.

APPROACH

Instead of focusing on our brand, we used the 30-second spot to show how local journalism supports and empowers the people making the city better. To do this, we featured Fermín Núñez, Executive Chef at several well-known restaurants in Austin. We asked him to share his perspective on what makes the Austin food scene special and integral to his business.

In this documentary-style spot, we featured Fermín Núñez, a well-known Austin chef, in conversation with Statesman restaurant critic and reporter Matthew Odam. Matthew's longstanding connection to the Austin food scene shows that our newsroom is just as invested in the city as our audience.

PROCESS

30-SECOND STORYBOARD

Once we got the footage from the production team, I cataloged all of the shots and watched the full 40-minute conversation between Fermín and Matthew. I pulled out the most interesting sound bites and pieced them together to tell a compelling story in only 30 seconds.

Once the audio was established, I added in B-roll to visually reinforce the narrative. I included the number for each shot in the storyboard to streamline the editing process and make sure the correct scenes were included.

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Shooting on location allowed us to capture a taste of the vibrant food scene by showing a variety of restaurants—from food trucks to bakeries. We also wanted to show the people who make these restaurants successful, including front and back of house staff as well as other business owners.