Defense Media Activity "American Home Front" Series
Experience the Music Project
Capturing the essence of a city’s cultural identity was the mission that Hooah Production Studios accomplished for Defense Media Activity (DMA) – the Department of Defense’s direct line of communications for news and information to U.S. forces worldwide.
DMA contracted Hooah to create public service announcements (PSAs) for its American Home Front Series, highlighting unique aspects of New Orleans and Seattle. The purpose of the PSAs – which averaged 59 seconds in length – was to reinforce overseas contingency operations by giving Sailors a flavor of home, and encouraging them to explore day trips they can enjoy in base towns when back stateside.
The Hooah team had complete discretion in choosing subjects in each city. Our work involved researching key cultural aspects and points of interest, then contacting representatives to arrange on-camera interviews and logistics. Shooting took approximately one day at each of the seven locations in both towns – which our experience in traveling nationwide for video production greatly enabled to go smoothly.
In Seattle, we created a video portrait of Experience the Music Project (EMP), the world’s greatest pop culture museum and home to the largest collection of rock legend Jimi Hendrix’s personal belongings. Museum curator Jason Edmmons provided narration for the PSA – for which our team had full access to all exhibits. Using footage shot on site and b-roll footage, we produced a video of the museum’s leading installations, such as a 600-guitar sculpture that actually plays, and a look at Sound Lab – featuring multimedia installations that allow visitors to explore their inner rock star through interactive music experiences.
As with all the DMA PSAs Hooah created, the video concludes with a thank you to our service members, and an invitation for them to visit the area. The PSAs are now being viewed by a worldwide military audience through the agency’s network of media platforms.
- Creative Concepts
- Location Scouting