Nashville Brand Campaign

ART DIRECTION, CAMPAIGN, STORYBOARd, POST PRODUCTION

The Tennessean

Nashville, TN

CHALLENGE

Our goal was to shift the perception of the Tennessean and show its unique ability to amplify the voices of people making Nashville 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 Emily Henegar, a creative entrepreneur in Nashville, and asked her to share her perspective on what makes Music City special and integral to her business.

BrandCampaign2024_Nashville_EmilyHenegar

While this documentary-style spot focused on Emily, we paired her story with context from one of our journalists to ground the narrative within the broader community—showing 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 interviews with Emily and David. 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 audio narrative. Since I was on set in Nashville, I had some idea ahead of how the shots might fit together ahead of time. I also included the number for each shot in the storyboard to streamline the editing process and make sure the correct scenes were included.

BrandCampaign2024_Nashville_CookieWorkshopKids

BrandCampaign2024_Nashville_CookieWorkshopEmily

Shooting on location allowed us to capture the vibe of the city by showing a variety of locations. We also wanted to show Emily interacting with different people within the community—from teaching a cookie decorating class, to dropping off custom cookies at a local venue.