Award-winning Campaign: “A Day In The Life” | Alex Liberato

Award-winning Campaign: “A Day In The Life”


Advertising, Video, Web Copy, Website

This campaign, created entirely in-house, is entitled “A Day in the Life,” and was conceived as a portrait of a typical day in the life of attorneys at three career levels and in three cities. The campaign features DWT partner Alonzo Wickers IV, a nationally recognized media lawyer, who secured unprecedented access during the shoot to the studios of “Tosh.0,” a Comedy Central show for which he provides pre-broadcast counseling. For a senior associate, the creative team chose Sona Balachandran in New York. A member of DWT’s M&A team, she could speak convincingly about the benefits of DWT’s focus on mentoring. For a first-year associate, the creative team selected Amy De Santis in Seattle, who had already participated in an employment trial and could speak to the significant responsibility and training provided to first-years at the firm.

Production was completed in-house, made possible due to the advantageous backgrounds of the marketing department’s creative team. Filming and photography was done by marketing manager Andy Peterson—previously a broadcaster—and graphic designer Sara Psachos—experienced in event video. I—previously a post-production assistant—recorded audio, edited the series, created effects, and licensed music. Marketing writer Mark Fefer—formerly with Bloomberg News and Seattle Weekly—conducted research, interviewed participants, and drew up the scripts. Web administrator Robin Garman uploaded the series, coded special URLs, and maintained metrics reports. Marketing director Jennifer Castleberry provided creative direction.

“A Day in the Life” is meant to continue growing each year and has been met with an enthusiastic response from career fair attendees, on campus interview contacts, and industry recruiters. “A Day in the Life” increased traffic to the firm’s careers site, elevated the profile of DWT in relation to competing firms, and conveys the appeal of DWT’s culture through an engaging visual medium.

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