Defense Media Activity "American Home Front" Series
New Orleans Jazz
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.
For the “New Orleans Jazz” PSA, we were privileged to have enlisted music legend Charmaine Neville and Grammy Award-winning jazz trumpeter Irvin Mayfield as on-camera narrators. These two living New Orleans institutions provided heartfelt insight into how jazz is part of the city’s soul, and the essence of what makes it unlike any other music. Out team shot performances of Mayfield’s band at d.b.a. jazz club in the French Quarter, as well as establishing scenes that show a thriving Bourbon Street at night.
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