A RECRUITMENT AD CAMPAIGN
CHANCELLOR FIRE DEPT.
A case study on the CCFD’s recruitment campaign
If you’re reading this, there’s a chance you enjoy working with firetrucks. Our co-founder Drysen does! As a volunteer of the Chancellor Community Fire Department (CCFD), he was excited when CCFD asked to create a series of videos to highlight each volunteer.
Today we’re walking through how we utilized “The Hyperfocus Method” to create a series of videos that not only grab attention but actively work to recruit new volunteers to CCFD.
Hyperfocus's approach was to show, don't tell." They decided to depict each volunteer's name, years of service, and their full-time occupation to subtly convey that volunteering is a rewarding experience alongside a regular career.
Knowing that a text-heavy video can be hard to read and quickly lose attention, we knew that these videos needed to be bold and catchy to stop people’s scrolling. To minimize the amount of text within the video, the bulk of the information would live within the Facebook post, while the video would be bold & flashy to grab attention.
The first step was to find a visual direction. To generate ideas, Hyperfocus utilized Midjourney, an AI software that generates images based on text prompts. These images helped shape the overall creative direction.
With ideas in place, Drysen put on his bunker gear, and took several photos to draft our storyboards.
When CCFD approached Hyperfocus, the goal was simple - create a little video to highlight each firefighter.
Hyperfocus proposed a unique idea of creating videos that not only introduce the volunteers but also serve as a recruitment tool. The CCFD loved the concept and the planning process commenced.
With the final storyboards in place, each digital asset was brought into After Effects for animation. With the movement locked down, a call to “The Chicken” was made to create the custom sound mix.
The end result is a project that’s bold, grabs attention, and just feels good. But, the project isn’t over yet! The next steps are to capture and create a video for each member of the fire department. Managing schedules for 30 volunteers is a challenge in itself, and we can’t wait until the entire series is shot, animated, and released. Stay tuned for results of the campaign!
Make it
stand out.
Maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.