Nicolet Law is a personal injury and bankruptcy law firm based in Western Wisconsin. As they often say, “our clients are the people in our communities, not the big institutions.” Because of that, it’s crucial that the firm is able to make an honest, personal connection with potential clients. That’s a difficult thing to do in a 30 second commercial. Not only does that 30 seconds pass really quickly, attorneys can often be a cold and intimidating presence on camera.
Our vision was to take something that everyone has seen before: the classic attorney portrait, featuring a lawyer looking serious, imperious, and distant. Then, we broke it open by making the entire commercial a behind-the-scenes look at that photoshoot. We were able to combine something familiar: the traditional lawyer portrait, with something new: a candid, honest look at the attorneys and staff from the firm talking about why they are committed to the work they do. We were able to show a very personal side of these attorneys and put the emphasis on the firm’s core value of placing their client’s needs first.
30 Second Spot
Behind the Scenes