Project Name: The McCormick Law Firm: Tulsa, Oklahoma
Client/Production Company: The McCormick Law Firm/1820 Productions
Date: November, 2023
Role: Director/Editor
Project Description:The McCormick Law Firm is expanding its reach by opening a new branch in Tulsa, Oklahoma. To support this growth, the firm required both a television and a radio spot. These advertisements were designed to introduce the firm to the Tulsa market, showcasing their identity and the range of services they provide as a personal injury law firm.
Challenges & Solutions:
The main challenge in creating the McCormick Law Firm's ad was to present it as dignified and professional, steering clear of the often cheesy reputation of personal injury law advertisements. Despite working with no budget, my objective was to produce a spot that exuded the quality and sophistication of a high-end advertisement, instantly signaling the firm's competence and class.
The project began with location scouting. McCormick guided our team through his new Dallas office, and an unused upstairs lobby caught my eye. Its glass wall adorned with the firm's logo and a logo-emblazoned front desk provided the perfect backdrop. I planned dual camera setups to maximize the use of the logos and the ample space ensured an uncramped shooting environment.
To visualize the ad, I created boards using my proficiency in Photoshop and other editing tools. Capturing photos during the scout allowed me to manipulate them to preview the intended color, lighting, and composition.
A significant challenge was filming the background talent within a tight 4-5 hour window, especially without the budget for additional actors. Cagney McCormick's wish to include his 4-year-old daughter in the ad added complexity. My solution involved choreographed movements and filming each segment separately – the receptionist, Cagney's family, and then Cagney himself, which I later combined in editing. This streamlined the process and accommodated Cagney's limited experience in front of the camera.
To aid the Director of Photography (DP), I provided a detailed schematic of the location, outlining camera placements and lighting setups, which streamlined the shooting process and allowed creative contributions from the DP. Opting for static cameras with no zoom or movement, I concentrated on lighting and Cagney’s performance, with post-production planned to simulate camera dynamics.
I personally handled all element of post production from color grading, graphic design, and visual effects, and music selection. This included digital set extensions to enhance each shot of Cagney. This approach created the illusion of camera movement and added depth to the shots.
The final product was well-received by the McCormick Law Firm, leading to an immediate release on their social platforms and an expedited air date for the broadcast.
Techniques & Tools Used:
Adobe Premiere Pro was used throughout all iterations of the edit. Graphics were tracked in using Adobe Premier. The final audio mix was completed at Dallas Audio Post.
