VIVID ZERO teams up with SmithGeiger’s advertising insights division, ELEVATE, to create a campaign for one of the largest black-owned law firms in the country. Focus groups were conducted to understand how to position the firm’s brand image. Lead partner of the firm, Nuru Witherspoon, explained “I don’t want our ads to look like every other lawyer ad in the country.” The research insights led us to this data-driven creative that capitalizes on Witherspoon’s brand strengths. We focused on their approachability and understanding of their clients along with the formidability and confidence that their firm brings to the table. All with one goal in mind: to WIN.

Following several hours of discussions with focus group participants and creative conversations with the firm’s lead partners, VIVID ZERO developed script concepts and vision boards to bring their story to life. We were able to refine our creative approach through collaboration with our client as we headed into our pre-production and planning phase of our process.

VIVID ZERO produced the live-action shoot in Dallas, TX with Covid-19 protocols in place to ensure safety for all involved. We maximized the production to increase our client’s investment and captured three

different spots, along with social content to be rolled out after our initial spot made its debut.

We then edited the commercial, complete with graphics and sound design.


VIVID ZERO produced the shoot with quality at top of mind, but budgets and the reality of time were always in consideration. We found the perfect location, and then put our effort into preparations and a shooting schedule that guaranteed success.