A series of hurricane disasters notably Hurricane Harvey devastated the state of Texas, United States where tens of thousands was spent on Texans who had reported severe water damage in their homes and the Texas General Land Office division for community development and revitalization is accountable for managing billions of disaster relief.
The department approached Proscalar, LLC to produce a short video that would grip the hearts of the nation to remind them of how unforgiving the floods can be and only a proper National Flood Insurance Program-backed flood insurance policy can replace everything any family has lost. Unfortunately, regular homeowner insurance does not cover flood from a natural disaster. Henceforth, it was very important for the department to get their message across as the National Hurricane Center placed Hurricane Harvey as the second costliest hurricane to ever hit the United States.
The message of ‘Do Not Ignore’ is clearly stressed but ignored by the woman in the video despite the pertinent message that is being communicated. As the room starts to flood, the woman, unfazed, continues to play the piano and a photograph of the woman and the child starts to appear and this is also a subtle reminder that lives may be lost if the woman persists on ignoring.
The cinematography of the video beautifully captures the urgency and depravity of a family if a flood were to occur but not to an extent where the audience would be too scared to take action. At the very same time, the 30 second advertising video communicates in a very striking way to encourage the audience to purchase flood insurance and not depend on the government should there be another devastating flood. The gripping video consecutively was a Grand Winner in the 2022 NYX Video Award under the category of Commercial & Marketing - Cinematography/Videography.