Working around production restrictions imposed as a result of the COVID-19 pandemic, LOOMIS has re-imaged and re-shot a spot for client United Methodist Church (UMC) in the midst of quarantine. The campaign’s original message about loneliness was made even more poignant as a result of the isolating effects of COVID-19 restrictions.
However, the spot’s original edit showed a young woman home alone and then leaving to meet up with some new friends at church. To update the spot to reflect the country’s stay-at-home orders, LOOMIS re-shot the back half to depict an online Bible study group as a different way for her to connect with the UMC community.
Creative Director Kim Smith said, “We had this whole campaign built around community and how UMC can provide that for someone feeling isolated. After a few weeks of lock-down, we knew people were going to be feeling more isolated and alone than ever. And we already had this spot focusing on that, so we just needed a new ending that demonstrated how the church was providing community during the quarantine.”
The team shot the updated scene in the client’s kitchen, keeping to CDC guidelines with only three team members on site and the rest of the team joining by Zoom. The team was able to match the footage in the front half of the spot so that the new edit looks seamless and more appropriate and relatable to the current state of the world. The “Loneliness” campaign is supported with digital video and Advanced TV through the summer. LOOMIS also captured stills to update social media for the campaign.
“One of the things I have always appreciated about working with LOOMIS is their adaptability, and never is such a quality more important than in an environment like this when we are all called upon to react to an uncertain future,” said Jennifer Rodia, Chief Communications Officer for United Methodist Communications.
About United Methodist Church:
The United Methodist Church has more than 13 million members globally in 45,000+ local churches and is in mission in more than 136 countries. Our mission is making disciples of Jesus Christ for the transformation of the world. Our tagline “Open hearts. Open minds. Open doors.” embraces who we are and how we seek to put our faith in action. Learn more at UMC.org.
About LOOMIS:
LOOMIS is a full-service advertising agency in Dallas specializing in defining and leveraging strategic advantages for national and regional challenger brands. Learn more at theloomisagency.com.
