CBC News Nova Scotia Brand Identity Promo
Reluctant to reveal their softer side
When I became the promotions producer at CBC News Nova Scotia in 2010 they were in the early days of a new format, new hosts, and a large network news rebranding effort. They came to me to create something as an intro to establish a connection to live audiences at outreach events and online.
“…a better effort to connect with the audience with not just the journalism, but the journalists who deliver it.”
In the market research it was clear that in this particular local market viewers were more attracted to the integrity of who was delivering the news than the reliability of the news itself. This meant that the reporters who had previously gone to great lengths to keep a ‘stiff upper lip’ would have to work towards a more personal connection with their audience.
The shot selection, clip selection, and lighting reflect that move to make a better effort to connect with the audience with not just the journalism, but the journalists who deliver it.
Skills used:
- Producer
- Director
- Video Editing
- Videography
- Motion Graphic Design