How to Produce a Video Campaign: Wild Montana Action Fund
Politicians will say anything to get elected. That’s the starting point for my collaboration with Wild Montana Action Fund on a PSA campaign about phony politics and false promises when it comes to protecting public lands. When I joined the project, two big pieces were already in place: this campaign was going to be a satire on political ads, and comedian Chris Fairbanks would star in them. The project needed a director to dial in the vision and execute it.
That’s where I came in.
Working with Chris and the Wild Montana team on the concept and scripts, I developed four videos for the campaign. A few weeks later, we all were in Missoula on a multi-location, two-day shoot.
Here’s how we did it.
How do you make PSA campaign funny and effective?
Be sharp with the narrative — and sharper with the jokes.
For this campaign, we wanted to create a character that embodied all the political cluelessness and hypocrisy that plagues Montana election ads. Enter Cal Conman: a political candidate with little awareness and even less shame.
In this video, “Pay 2 Play,” Cal reveals how poorly he understands the concept of public lands — and how excited he is about his new dude ranch.
Have fun with the tropes.
Cal Conman wants you to believe he is like all outdoors-loving Montanans: He hunts. He fishes. He starts fires the old fashioned way, with two rocks and a megawatt smile. This video embraces all the cliches of Montana political ads, with an extra dose of silliness.
Make the punchline serve the message.
In this video, our politician proves just how serious he is about the great outdoors . . . by hiking to the summit of a fake mountain. The malfunctioning green screen is the highlight, but the message is crystal clear: Some politicians are all talk. Wild Montana Action Fund will help you learn who you can trust.
Look out for Cal Conman this election season.
The “Learn Who You Can Trust” video campaign is showing all over Montana, on television and social media.
