Client Story:
American Campus Communities

Challenge

ACC came to us with the theme, “Bringing it all Together” for their upcoming Annual Review to shareholders. The goal was to communicate how the company had successfully completed a huge acquisition of one of its biggest competitor’s properties. ACC also wanted to show how, even though they’d grown as a company, they were still a unified group who had hard working team members all across the country. We knew that traveling to any of the dozens of ACC locations across the US wasn’t an option.

Creative Response

Castleview decided on using a repetitive visual element to tell their story: the flash card. The plan was to capture American Campus Communities employees all across the nation holding these flash cards in front of different campuses and ACC properties.  This worked on two levels: it was completely in sync with the theme “Bringing it All Together” and perfectly communicated that “we’re all in this together.”

Project Description

The logistics of this shoot were tricky: how do we get the flash cards in the hands of employees who are more than 1000 miles away and what will the messages read on the different flash cards? The solution was utilizing a standard size, white foam, poster board that we could purchase anywhere. We captured local employees in various locations in Austin, but we needed visuals from across the nation. To do this we contacted more than 30 ACC employees around the country with instructions to capture their own versions of team members holding flash cards. We contacted local print shops in each of these cities and had them deliver the blank flash cards to their local American Campus Communities property. We gathered all the clips and superimposed facts, stats and messaging for the video onto the flash cards. The end shot with more than 50 employees was shot outside ACC headquarters. In the end Castleview “brought it all together.”

Client Story:
TABC Mobile App Campaign

Challenge

The TABC wanted to give Texans an easier way to report illegal behavior in bars and restaurants, like selling alcohol to minors or over serving. Until now, you had to search through the TABC website to make a report. This resulted in very little public input. The TABC wanted to develop a mobile app to make this process easier, and they knew they needed a way to promote the app so people would download it.

Creative Response

We wanted a message that was edgy enough to speak to the younger audience of Texans who frequent bars, but it also needed to be effective in getting people to actually try out the app. We knew we couldn’t be preachy, so we created situations in our spots that our audience would somehow recognize as a familiar, but with a twist: “Is that a cell phone on his elbow?”  Our message, there are far better things you can do with your smart phone and the new TABC app is one of them.“Don’t Be Dumb with Your Smart Phone”capitalizes on the group-think that sometimes comes over young people who might take things a bit too far while out drinking.

Project Description

One Mobile Reporting App (Right) Our interactive team created an easy to use app for both iOS and Android that allows users fill out a form and automatically send a report directly to TABC within minutes.

Three PSAs TABC (Below) We went through two rounds of casting to select a diverse group of actors who were believable as friends. For the tricks in the spots, we were tactful about the way we built the props —  we couldn’t afford to destroy a dozen real smart phones. Plus we needed the props to be reusable so we could shoot the tricks over and over. The result is a combination of dummy phones, discarded older phones, and real phones. All three spots were shot in the same overnight shoot at the same location. Each spot took between 3 and 4 hours to capture.

REPORTING APP

“PYRAMID”

“SHUFFLEBOARD”

“ELBOW”

Client Story:
Starmark Pet Products

Challenge

Starmark is the scrappy little guy of the pet product industry that’s dominated by a handful of mega-brands. Starmark’s marketing team came to Castleview to help create an unforgettable presentation for the annual managers’ conference for the nation’s largest pet store chain. Starmark needed a presentation that highlighted the quality of its products and set it apart from dozens of other presenters.

Creative Response

We built the presentation around the story of Joker, a fictional dog who comes on hard times because he was deprived of Starmark toys. Reenactments of Joker’s saga illustrated the impact quality dog toys can have one the life of bored pet. We created two additional timelapse videos of a dog playing with Starmark toys for more than 15 minutes.  And our graphic designer created a simple, bold graphic look that fit the Starmark brand and presenters the room to talk about their passion for making happy pets and happy families.

Project Description

We learned a few things on this on, for instance, it’s not easy to make a dog look sad, especially when its panting. With a lot of patience, the Castleview crew spent a day shooting at Starmark Academy in Hutto to capture our dog talent in scenes depicting the trip home from the animal shelter, playing with kids, saying goodbye to the family, then tearing apart the family couch and returning to said animal shelter. The result is the video below.

“JOKER’S STORY”