METRO
Doing Our Part (Covid-19 Response Messaging)
A global pandemic. A nation on lockdown. A mass transit system that had to keep the wheels turning.
Metro, found itself on the front lines of Covid-19 in the Nation's Capital. Doctors. Nurses. Paramedics. Police Officers. Firefighters. When they had to get to work, Metro got them there. And when Metro needed to reach out to their riders, we took to the front lines, as well. Photoshoots. Film and video production. All on location. Not one of my team members was ever asked to attend on-location shoots. It was very clearly stressed that attendance was 100% at their discretion. Turns out, I actually had to ask people to remain home. They all wanted to do their jobs.
At this stage of the pandemic, our screens were filled with a heavy-handed sea-of-sameness in brand messaging: In these tough times ... We're here for you ... We'll get through this together.
We took a different approach. First, by honoring the unsung heroes of Metro's frontline employees. Next, we kept our tone light while our messaging was direct. Featuring actual Metro employees and riders rather than a corporate voiceover. We then turned to cultural influence and local musicians to further our positive tone while continuing to drive home key covid-related messaging points.
ROLE: Executive Creative Director, Non-Union Bus Sanitizer
Powerful lessons from life-altering events:
Covid-19 caught us off-guard. All of us. No way this could ever happen, right? Well, it did. And chances are, it will again. When we live in a world of global everything (finance, travel, trade, business), pandemics are just part of the mix. Realizing a new normal, Metro hosted a conference of transit authority leadership to proactively plan for the next major health crisis. Lessons were shared. Action plans evaluated. Steps taken to never be caught off guard like this again.
The conference was kicked-off with a video marrying the milestones of the pandemic and Metro's response to it. This endeavor was both tedious and momentous. I, personally, collected and connected the dates, event, and actions taken. Honestly, I didn't want anyone else on my teams to relive the past two years by having to research the hell out of it. Sure, it was a little over-protective on my part. Chalk it up as a global pandemic side effect.
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BONUS WIDSOM
1. Sometimes it's better to beg forgiveness than ask permission
2. Do the dirty work
While shooting on-location for our TV spot, DoingOur Part - Staying Safe, the individuals who we were supposed to film disinfecting the bus informed us that it was against their union rules to do so. They showed up. They just wouldn't do what we needed them to do - which, during pre-pro, they said wouldn't be a problem. Unions are great. I'm all for them. They look out for the little guy. But, they can also be a pain in the ass at times. Anyhow, we were burning daylight and production dollars. We were looking at having to reschedule. We were also looking at a tight deadline. So, I called an audible (stay flexible, my friends). We picked up the required cleaning gear from a nearby rail maintenance facility, I threw on the gear and we got the shots we needed.
When you can't reach key decision makers - you become the key decision maker. And you own those decisions. Also, if your decision involves a modicum of risk, you can't ask someone else to handle the task - you do it. For me, that's leadership. In part, at least. Lead by actions, not words. Own the risk and the responsibility.
In the end, everything worked out fine. Our spot aired on time. And I nabbed a principal role in a commercial. Which makes me wish I was unionized for some of those sweet, sweet residuals.
