Enter the COVID Ref Campaign.

First, we studied St. Louis County’s priority list. This led to two different directions. One was more serious and straightforward, and the second took a more out-there approach about a man reffing the pandemic. Needless to say, we all loved the latter. After landing on the COVID Ref, we got to work.

First, we wrote our video concepts and started pre-production. We explained our vision to Danger Bird Productions, and they were immediately on board. We found local actors, ranging from UMD theater students to theater scene talents. Our main role, the COVID Ref, could only be played by Solomon Witherspoon, a local influencer and all-around great guy who embraced the role on screen and social media.

The filming days finally arrived, and we ran around Duluth, Minnesota, for two days getting our footage. From a quiet neighborhood to the local Whole Foods Co-op, every shoot went great. There were a few last-minute script edits due to state regulation changes, but our team figured them out and kept the shoot on the road.

Due to COVID, we had to take extra precautions. This meant filming at certain locations on off-hours, wearing masks, social distancing, and sanitizing tables, desks, and products featured. We played by the rules and still managed a successful shoot. Thanks to everyone who made such an effort.

After everything was shot, it was time to edit the 30-second television ads, which were distributed across various channels in Northern Minnesota.

Here are the TV spots.