Creating Videos That Make Noise: Behind the Scenes with RAIN
Over the past four years, the shoot team at TAG has worked with RAIN, a healthcare-focused non-profit based in North Carolina. When RAIN reached out, the mission was clear: eliminate the stigma around HIV/AIDS, continue to offer awareness and education, and reignite the conversation. The approach involved cutting out the fluff and focusing on bold, no-nonsense messaging. This was how the Get Louder campaign was born.
WHAT’S IN A WORD?
While writing long-form media has always been a challenge, the team at TAG has consistently gravitated toward scriptwriting. The emotions involved—creating hills and valleys while guiding audiences through journeys and experiences—played a crucial role. With only one minute and thirty seconds to make an impact, the choice of words was intentional. For example, phrases like “elephant in the room” and “set the record straight” were used to address alarming HIV rates among heterosexual women. Each word was selected to convey the message clearly and effectively, leaving no room for misunderstanding.
RISKY BUSINESS MOVES
The video’s style aligned with the script. TAG opted for a studio space with a large, white cyc wall and added red accents through seamless paper and costume design to reinforce RAIN’s brand standards. During pre-production, the team chose a catchy K-pop track to match the script’s energy, playfulness, and directness. The result was a video that commands attention and engages viewers.
LOUD AND CLEAR
With a detailed storyboard in place, the editing process proceeded smoothly. Also, the pre-determined color styling, music, motion graphics, and pacing streamlined production. RAIN’s transparency and communication throughout the project ensured that TAG delivered exactly the type of messaging needed to make a significant impact. The final product was a bold new approach to healthcare marketing that is sure to make some noise.
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