Defense Media Activity "American Home Front" Series
World Famous Pike Place Market
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.
The PSA we shot for Seattle’s famed Pike Place Market offers an exciting glimpse of this local institution, which has become as well-known for the fish-tossing seafood vendors as for the variety and quality of the goods themselves. James Haydu, Director of Communications for Pike Place Market, provided on-camera narration as we shot scenes of booths and their bounty of ocean-fresh seafood and locally (and globally) sourced produce. Combining the footage we shot with b-roll footage, our team produced a video that featured the best of this unique marketplace, and showcased it as an important social hub of the city.
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