Cutting to the heart of the matter
Our work with Central Arizona Project has reached beyond producing commercials and marketing videos. We’re helping them define their work and their value to the communities they serve, both externally and to themselves. Arizona’s water situation is a complex puzzle that can take hours to explain but viewers simply won’t focus their eyes and their attention for that long to drink in a convoluted story. When we agreed to tackle creating a video for the Central Arizona Groundwater Replenishment District – a mouthful in itself, just by name – we spent a lot of hours distilling what is critical for viewers to understand and what information was extraneous “noise”. You simply cannot overstate water’s importance to the lives of Arizonans, but just saying that wouldn’t deliver the full impact of the ramifications sustainable water has on our economy, communities and quality of life.