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HomeCraftsCameraTWC's Coast Guard Florida Sails after 2C Media Promo Campaign

TWC’s Coast Guard Florida Sails after 2C Media Promo Campaign


TWC’s campaign for Coast Guard Florida
The Weather Channel recently collaborated with Miami-based 2C Media on a two-spot campaign for Coast Guard Florida, the latest installment in the Coast Guard franchise. The Coast Guard Florida premiere was not only the top-rated TWC program of the day, despite major competition, but it also paced 119 percent above the prior four-week average.

“2C Media was instrumental in the successful launch campaign for Coast Guard Alaska, in both its first and second seasons, so they were our natural first choice,” TWC VP creative solutions, Bill Keith said. “This time, they not only delivered killer concepts, but also pulled off a great shoot on and off the shores of Miami.”

To produce the two promo spots, the TWC and 2C Media teams faced dangers inherent to the open waters of Atlantic Ocean, where the shoot captured high seas drama featuring the Coast Guard in several nerve-wracking rescue scenarios and maneuvers. The production required a Red Epic and a Canon 5D camera with underwater housing, both mounted on boats and shot by cameramen in the water for maximum effect. A 33-foot class Coast Guard Defender Boat and MH65C Dolphin helicopter provided authenticity.

“This was an extremely complicated and technical shoot with so many moving parts,” said 2C Media president and co-founder Chris Sloan. “The winds clocked at 80-90 miles an hour within a 75-foot radius under the helicopter, so our crews really worked for their shots. TWC, always a great partner, really gave us the freedom to run with this production, so we definitely took it to the limits.”

The resulting promos get to the heart of real-life scenarios played out often in the day-to-day work of the U.S. Coast Guard, from boats in distress and drowning swimmers to high-seas drug busts and dangerous weather conditions. “Without Them” conveys the dangers of a world without the Coast Guard and why we need them so much, and “Instant Heroes” captures the series’ exhilaration by building a dramatic narrative of the Coast Guard. Both spots blend footage from the live-action shoot with clips and custom graphics.

“As a network, we’re doubling down on our commitment to primetime originals, and the successful launch of our newest reality-rescue series, Coast Guard Florida, was critical,” said Mark Fredo, TWC creative director. “Chris and the group at 2C Media more than met the creative and technical challenges this project posed: coordinating choppers and boats, special effects, navigating and shooting on open waters. They turned a complicated production into a turnkey solution and delivered great spots again.”

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