Case Study

Letting heroes tell their own story.

Client
IACP

Project
Tribute Video

Agency
Freeman Company

Challenge

The International Association of Chiefs of Police wanted to create a moving video that would open their annual conference, coincidentally starting on the 20th anniversary of 9/11. They were struggling with how to tell an engaging story. They had members who had up close and personal, visceral experiences with this national tragedy.

The messaging had to be perfect. These viewers didn't just watch 9/11 on TV. A lot of them lost friends, family, and colleagues.

Anything scripted would have come off too inauthentic. Anything with minimal dialogue wouldn't highlight the importance of this event in the lives of IACP members.

Solution

We realized that we had all the content we needed from the members to make the most authentic video possible. We decided to interview them over Zoom (because of Covid and a tight deadline) and rely on powerful stock imagery and video to convey the critical messages.

We made this video from start to finish in just about two weeks.

Result

“We set about creating a video to honor policing for the work of 9/11 and beyond. Right away, Alrojo understood the tone and tenor of what we wanted to accomplish and determining ways of bringing the emotion of the day and the work to life in a way that we could not have created on our own. The film, at Alrojo’s direction, captured the essence of the 20th anniversary of 9/11.”

Erin Vermilye - Director, Professional Development & Engagement

International Association of Chiefs of Police