Miller Maxfield, Inc. developed the concept and managed the production for a short video to announce and promote Monterey Bay Community Power’s new name and brand – Central Coast Community Energy. The new name reflects an expanded service area reaching from Santa Cruz County in the north to Santa Barbara County in the south, unifying access to clean energy and local control for over 400,000 residential, commercial and agricultural customers throughout the Central Coast. The short video highlights the many benefits of Central Coast Community Energy, including clean energy, competitive price and local control. It also features the agency’s timeline from its creation to the newly announced expansion. The video was developed as part of a larger rebranding campaign to create awareness about the name change and expanded service offerings among new and existing customers. Challenges included representing the diverse socio-economic, cultural and geographic differences in the now five-county area covered by Central Coast Community Energy and summarizing the complexity of their benefits in a short video intended to reach residential, business and agricultural customers. In addition, COVID-19 and wildfires created issues for capturing new visuals, inspiring a deeper level of production creativity. Miller Maxfield brought together a skilled production team, developed the script, and identified the photo and video imagery/locations to be included. The resulting video has been featured on social media channels, in email newsletters and on the Central Coast Community Energy website, as well as being presented at community meetings.
The Office of Experience
Liaoning Advertising Vocational College