Client: Mills Group, LLC

Agency: New South Media, Inc.

Director: Anthony Greene

Producers: Buddy Butler, Nathan Greene

Director of Photography: Anthony Greene

A/C: Nathan Greene

Grip: Matt Napier

Editor: Anthony Greene

Photographer: Marissa Fanary

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Mills Group, LLC is an esteemed architecture firm known for its sustainable practices and commitment to historical preservation. In 2023 we embarked on a comprehensive media overhaul for the organization. Our collaboration with the firm aimed to create a suite of video content that encapsulated their brand identity, showcased their expertise, and highlighted their services across multiple platforms. The project encompassed multiple final deliverables for their website and marketing efforts, including an updated brand overview video, videos highlighting the services their company provides, and additional assets for marketing and advertisement purposes.

 

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Key Production Details:

 

Research and Planning:

Our team conducted thorough research to understand Mills Group’s ethos, mission, and portfolio. This foundational step involved multiple meetings with the firm’s key stakeholders and New South Media, Inc. to align on messaging and project objectives. We also studied their market, target audience, and competitive landscape to tailor the video content effectively.

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 Scripting:

With a clear understanding of the firm’s goals and values, we crafted detailed scripts for each video asset. The scripts emphasized the company’s commitment to sustainability and historical preservation, while also highlighting their unique architectural services and achievements.

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Storyboarding:

Storyboards were developed to visualize the narrative flow of each video. This step allowed us to plan the visual and technical aspects, ensuring a cohesive and engaging storytelling approach that aligned with Mills Group’s brand image.​

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Filming and Cinematography:

Under the direction of Anthony Greene and with Nathan Greene as A/C, our team captured high-quality footage, incorporating dynamic shots and interviews with key team members. The use of both natural and artificial lighting and meticulous framing was crucial in conveying the firm’s aesthetic values. Across multiple days, we visited various Mills Group project sites and office locations throughout West Virginia to capture the firm’s architectural work and workspace environment. 

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Conducting Interviews:

We conducted interviews with Mills Group’s leadership and key personnel, ensuring their voices and insights were authentically represented. These interviews provided a personal touch, connecting the audience with the firm’s vision and expertise.

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Editing and Post-Production:

The post-production phase involved meticulous editing, where the footage was refined into compelling narratives. This included color grading, sound design, and the integration of motion graphics to enhance the visual appeal. 

 

Final Delivery and Implementation:

The completed video assets were delivered in various formats optimized for Mills Group’s website, social media channels, and other marketing platforms. 

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Conclusion:​

The brand overhaul for Mills Group, LLC successfully revitalized the firm’s digital presence, aligning their visual identity with their core values and mission. Through a comprehensive and strategic video production approach, we were able to showcase Mills Group’s dedication to sustainable and historically conscious architecture. The suite of videos not only served as powerful marketing tools but also as a testament to the firm’s expertise and commitment to excellence.