Krasno Krasno & Onwudinjo

Broadcast Commercial

Video Production

The Challenge

Working in a highly competitive industry, Krasno, Krasno & Onwudinjo’s marketing initiatives rely on direct response campaigns that drive the business. As one of the top injury law firms in the Greater Philadelphia Area, the company sought to expand their broadcast commercial efforts with a large-scale video production that further differentiated them from their competitors.


Awards Won

2018 Communicator Award of Distinction – Commercials | Branded Content

The Approach

When [ 2 one 5 ] Creative was brought in to handle video production for this broadcast commercial, our first step was to look at the competitive landscape and provide an analysis to Krasno, Krasno, and Onwudinjo. Based on the findings, [ 2 one 5 ] Creative then developed a unique approach to injury law firm broadcast spots––focus on the positive aspects of not only getting back to work, but doing whatever is necessary to help your family during these difficult times with a fair settlement. Furthering this idea, [ 2 one 5 ] Creative focused on a woman as the main character, bringing to light that male workers are not the only people who get injured on the job. When the idea was set, [ 2 one 5 ] Creative then developed a series of concepts aimed at highlighting the journey back to work via a unique approach that relied on close-up footage, motion graphics, and text callouts to help drive Krasno, Krasno & Onwudinjo’s message home via a unique broadcast commercial video production.

Krasno FontsKrasno Colors

Scripting

[ 2 one 5 ] Creative’s first task was to develop a script that would inspire a direct response for this campaign. Working with key points, the script was written to reflect the ways in which Krasno, Krasno & Onwudinjo help their clients not only get the appropriate settlement, but also how that settlement translates into providing for a family as the injured person gets back to work. The script also relies heavily on offering a unique website address where potential clients can go to get more information and schedule a consultation. The website and script were reflective of the campaign urging injured workers to Fight Now, Right Now.

Krasno Concepts

Krasno Storyboard


Storyboarding

Once the script was finalized, [ 2 one 5 ] Creative put their design skills to the test in developing the key scenes of the broadcast commercial. For the storyboards, [ 2 one 5 ] Creative designed a series of style frames that were reflective of the look and feel of the commercial. The storyboards included photo assets, color overlays, text, and more to provide Krasno, Krasno & Onwudinjo a critical look at exactly how the broadcast commercial would look.


Voice Over

Finding the right voiceover for the broadcast commercial become the next challenge for [ 2 one 5 ] Creative in this large scale video production. In working with several voice over artists to find the proper tone, inflection, and more, [ 2 one 5 ] Creative was able to hone a unique sound for the commercial that was tough and stern, but also approachable and motivating.

Krasno Actor

Krasno Behind the Scenes

Live Action

Before full broadcast commercial video production could begin, [ 2 one 5 ] Creative first provided several pre-productions services including location scouting, casting/talent, scheduling, and more. When it was time to shoot, [ 2 one 5 ] Creative broke out the super high quality 8K cameras to capture every detail as outlined in the storyboards. Shot on location in an actual physical therapy facility, the broadcast commercial brings a unique realness as the training the main character does reflect those that an injured worker would actually perform when fighting a back injury. Utilizing a team including a director, producer, camera operator, assistant, stylists, and hair/make-up artist, [ 2 one 5 ] Creative was able to seamlessly produce the broadcast commercial with the necessary quality to ensure a successful video production.

Krasno Behind the Scenes

Krasno Editing


Editing

Once all the live action footage had been gathered, [ 2 one 5 ] Creative began editing it into both a fifteen second and thirty second broadcast commercial per the specs provided by the media buy. In putting the footage together with the voice over, [ 2 one 5 ] Creative’s editing technique relied on quick, punchy scenes to keep the viewer engaged. Color overlays were applied to the footage in this phase per the approved concept to add a layer not yet seen within Krasno, Krasno & Onwudinjo’s injury law firm industry.

Motion Design

After the edit was just right for the broadcast commercial, [ 2 one 5 ] Creative applied motion design to the footage in the form of typography and textures. By adding this component, the broadcast commercial not only drove the campaign via sound, but with visuals as well. This element allowed for the commercial to be viewed and the message of Fight Now, Right Now to come across clearly while still driving the appropriate direct response traffic.

Takeaways

Running on several television stations across the Greater Philadelphia area, especially during sporting events, the broadcast commercial delivered a highly impactful campaign for Krasno, Krasno, and Onwudinjo. Additionally, the broadcast commercial was used across social media platforms such as Instagram and Facebook to provide the appropriate marketing reach to drive direct response. The Fight Now, Right Now specific website has garnered over 2,000 visitors with a bounce rate of under 20%, meaning the contact form has been completed on a majority of site visits.

“We went with [ 2 one 5 ] because they hadn’t done any work with a law firm before, and we wanted an out of the box approach to a legal marketing campaign. Specifically, we were looking for a commercial that captivated and educated the viewer, and we got that and more. Nik and the entire team were amazing to work with, and we could not be happier with the result. We look forward to working with them on future projects.”

Jason Krasno – Partner, Krasno Krasno & Onwudinjo