WE ARE RALLY
The Project
We Are Rally, a strategic communications agency, approached us with a critical mission: create three compelling videos in the New England area that would focus on the personal stories of two teachers and one student. The videos needed to highlight the detrimental impact of restricting what educators can teach and the ripple effect this has on students' learning experiences.
The videos were planned for social media distribution and were part of a larger campaign to emphasize the importance of open and inclusive education.
The Challenge
The project came with several hurdles:
Tight Deadline: Meta's moratorium on political ads meant we had only a few days to complete the entire production cycle—pre-production, filming, and post-production.
Subject Availability: We needed to identify and confirm interview subjects quickly, coordinate schedules, and ensure their stories aligned with the campaign's objectives.
Emotional Impact: The videos had to be concise yet emotionally resonant to capture attention and drive engagement on social platforms.
The Approach
Our team moved swiftly to meet the challenge:
Pre-Production: Within 24 hours, we located two teachers and a student in the New England area whose stories aligned perfectly with the campaign’s mission. We quickly conducted pre-interviews to ensure their narratives were authentic and impactful.
On-Site Production: We shot the interviews and b-roll footage in a single day at schools in Boston, MA, and New Hampshire. The intimate settings provided authenticity, while our team worked hands-on with the subjects to help foster and captured the raw emotion behind each story.
Post-Production: With just a weekend to spare, our editors worked tirelessly to craft three polished, emotionally gripping videos optimized for social media. These videos were designed to hook viewers quickly, retain their attention, and inspire action.
The Results
The campaign generated significant engagement across platforms, exceeding expectations in several key performance areas:
YouTube Ads Week 1
Impressions: 261,572
Clicks: 417
Video Views: 133,729
View-Through Rate (VCR): 53.15%
Meta Ads Week 1
Impressions: 601,371
Clicks: 6,872
StackAdapt Ads Week 1
Impressions: 63,541
Clicks: 20
View-Through Rate (VCR): 89.41%
Reach: 22,204
Despite the limited timeframe, the campaign effectively reached hundreds of thousands of viewers across platforms. Notably, the videos’ high completion rates and low cost-per-view metrics highlighted the strong resonance of the stories told.
NEW BALANCE
The Project
New Balance partnered with Sound + Fury to create a highly targeted “Urban Sport Lifestyle” campaign for the Washington, D.C., Maryland, and Virginia metro areas—commonly known as the "DMV." The brand sought to honor its deep-rooted connection with the region’s urban culture, which dates back to the 1980s when New Balance introduced the 990, the first running shoe priced over $100.
This campaign needed to capture the essence of the DMV’s vibrant style and the passionate loyalty of its consumers while reinforcing the iconic status of New Balance in the region. The campaign’s imagery and video assets were to be displayed across a variety of platforms, including hundreds of billboards, digital screens, and point-of-purchase (POP) in-store displays. The challenge was clear: authentically represent the DMV and its relationship with New Balance while working within a tight timeline and budget.
The Approach
To execute this campaign successfully, Sound + Fury needed to overcome several logistical challenges:
Extensive Deliverables: A comprehensive shot list of outfits and poses had to be captured in both video and photography.
Time and Budget Constraints: The entire production—shooting and post-production—needed to be completed in just one month, with only two days allocated for shooting.
Efficient Planning: Scheduling shoot days, hiring talent, assembling a production crew, and scouting ideal locations in both D.C. and Maryland had to be done in record time.
The Sound + Fury team moved quickly, working collaboratively to lock in locations that represented the DMV’s urban landscape, select diverse talent, and bring together a skilled crew.
The Results
Thanks to a blend of hustle, creativity, and seamless teamwork, Sound + Fury delivered a campaign that exceeded expectations.
Authentic Representation
The team captured DMV-specific imagery with social influencers who embodied the region’s urban style and connection to New Balance.
On-Time Delivery
Despite tight deadlines, the assets were produced and delivered promptly, allowing New Balance to roll out the campaign immediately across digital and physical media.
Increased Brand Presence
The DMV metro area became saturated with New Balance visuals, spanning billboards, digital displays, and in-store promotions.
Boost in Sales
The campaign’s authentic appeal resonated with local consumers, resulting in a measurable increase in New Balance sales across the region.
Sound + Fury’s collaboration with New Balance showcases the power of strategic planning and execution, even under tight constraints. By blending local cultural insight with top-notch production capabilities, the team successfully strengthened New Balance’s connection to the DMV community, driving both engagement and sales.