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Dana Hursey’s Safe and Successful Production for SDGE

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With so many people sheltering at home, San Diego Gas and Electric started to notice an increase of gas and electric lines being hit as people started to fill their time with outdoor home improvement projects. Needless to say, SDGE was in urgent need of an engaging PSA that would help curb all the errant digging going on. They turned to their agency, The Shipyard, that in turn brought photographer Dana Hursey in on the project.

There were, of course, protocols put in place due to risks associated with  Covid-19. Virtual casting, with talent doing their own hair and make-up, reduced exposure points. The shoot was done at the photographer’s house with a skeleton crew (including a medic and cleaning tech) while clients, agency creative staff, and post-production house were brought in via live-stream broadcast. And of course, all were wearing masks on set.

What began as an assignment for two print ads quickly grew to include an animated GIF for web, a 30-second spot that aired locally, and an additional poster version for display at local Home Depots.

As Dana says, “When all was said and done, we had a safe set, a fun concept, a fantastic execution, and a client so happy they looked for more ways to use the assets! Definitely a feel good win during challenging times!’

Client: SDGE
Agency: The Shipyard
Photography: Dana Hursey
Production: Arpen Productions
Wardrobe: Holly Copeland
Art Department: Johny Long
Retouching / Compositing: Lisa Carney (aka: Silk Purse Maker)
Post-Production: Tessa Films