The BE BHM promotional video was limited to one minute, which was exciting because it forced us to get creative. We couldn’t go the route of a talking head explaining the details of the program, accompanied by b-roll, in a 2-3 minute promo. That wouldn’t have been aligned with the brand we were building anyway.
We took a visual approach that aligned with the hip-hop aesthetic of the brand. We got to the people-centered root of BE BHM’s why and drafted a voice-over script around that. We paired that narrative with shots of familiar landmarks around Birmingham and footage of business owners in the historic Black 4th Avenue Business District.
The goal of the video was to build community buy-in from the small business community and its advocates. We let the visuals do the work of capturing their attention and rallying them around the mission, and we let the website fill in the details.