Winston-Salem Police Department — “Beyond the Uniform”

WSPD asked us to help show the human side of policing — stories that could inspire recruits for their next academy class.

We developed the concept into a four-part social campaign: creative development, scripting, production, and editing. The series was built for social — more than algorithm filler, less than full documentary — a balance between quick-hit storytelling and deeper narrative.

The campaign delivered three short, freeform pieces for fast impact, plus a two-minute film that dug deeper into life beyond the badge. Fishing on a quiet morning? Police officer. Coaching track after school? Police officer. A father with his twin sons on dirt bikes? Police officers.

By revealing the people behind the uniform, the campaign gave WSPD a sharper, more relatable voice online — and helped spark genuine interest in their recruiting efforts.