Defense Media Activity "American Home Front" Series
Lower 9th Ward Rebuild
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 59-second public service announcements (PSAs) for its American Home Front Series, highlighting unique aspects of New Orleans and Seattle. The purpose of the PSAs 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.
For the “Lower 9th Ward Rebuild” PSA, our crew took a guided bicycle tour of the New Orleans neighborhood that was devastated by Hurricane Katrina in 2005. The tour went through former residential streets where only foundations remain, as well as areas where homes have been rebuilt. Highlights included Bayou Bienvenue and a stop at the unique House of Dance & Feathers. Narration by tour guide Reecy Pontiff serves to highlight footage of appetizing local food being prepared, a jazz performance and a neighborhood street parade. The video celebrates the resiliency of the Lower 9th Ward residents, and the cultural pride that is bringing them back.
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