Eat. Sleep. Work. Play.
Day to Night.
This project channeled a mix of every facet of talent within the four walls of Shine. The style of the premier video of the series, 'Day to Night' was inspired by an HBO series called 'Making It'. We wanted to show three women living, working and playing in Harbor East, in a real way—which, if you live in Baltimore, you know it's one part grit, one part work hard and two parts play harder. We sourced our on-camera talent using real Baltimoreans, we shot stealth and wanted it to feel unscripted. Our music was created by local musician Matt Pierce especially for this piece.
One of the biggest challenges that Harbor East had to overcome (ironically) was their decision to develop in Baltimore. It's not that Baltimore didn't need a great new place to shop and live, but this is a town of skeptics and die-hard OG 'keep Baltimore old and crusty'. Which, is all well and good, but sometimes new can be nice too. What we wanted to say in these videos was, it's ok to like nice things.
That was a perception that we wanted to hit head on. We wanted to show that this side of Baltimore is great and it's full of real and wonderful people too.
Ten video series with a mix of short and long format all social channels and web.
the deliverables
Harbor East Series
Harbor East is pleased to be working with Shine Creative to produce a series of videos that captures the essence and the spirit of the neighborhood. Each video is thoughtfully produced, with keen attention paid to every last detail, and always showcases the subject matter in the best possible light. We’ve found the videos to be incredibly useful across all promotional channels, from social media campaigns to in-house presentations and beyond – if a picture is worth a thousand words then these videos are worth a million, each artfully showcasing the quality, style and modernity of Harbor East. - Megan McClosky, Marketing Director for Harbor East