Revolutionizing Legal Advertising with Authentic Storytelling

Dunnion Law, like many firms, had previously produced commercials featuring lawyers standing atop trucks, talking about their capabilities in handling big truck cases. These ads, while informative, lacked a unique angle and failed to differentiate them from competitors. Our challenge was to create a commercial that stood out in a crowded market, showcasing a real case in a way that felt authentic and engaging.

During the ideation phase, we thought of a unique approach: instead of placing the attorney on top of the truck, why not put them inside? We took it a step further by having a real case play out while the attorney delivered their message from the passenger seat. This storytelling approach allowed the audience to witness the reckless behavior of a truck driver firsthand, adding a layer of authenticity and urgency to the commercial.

To bring this vision to life, we filmed in a virtual production studio. This decision not only allowed us to safely and efficiently capture the scene but also enabled us to recreate the California setting where the actual incident occurred. Dunnion Law's team flew from California to a studio in Greenville, South Carolina, where we meticulously planned and executed the shoot. We coordinated everything from hiring a truck driver actor to securing a suitable truck and curating the backplate footage that matched the original location.